How a 40-Year-Old Cookie Brand Brought the Bakery Counter Online with FoxSell Bundles

Baking Smiles since 1985

Félix & Norton has been baking gourmet cookies in Quebec since 1985. What started as a neighbourhood bakery grew into something much bigger retail locations across Montreal, a thriving corporate gifting business, and a Shopify DTC store shipping fresh-baked cookies across Canada.

The best part is that FoxSell has worked with Félix & Norton for so long that we’ve built a genuine friendship with their COO, Simon.

Fun fact, Simon wears FoxSell merch to the gym, while shopping, and even to dinner events sometimes. We’re proud to unofficially adopt him as our very own brand ambassador.

The Challenge

To understand the problem, you first need to understand how Félix & Norton operate in their stores.

When you walk into Felix and Norton's store, all you have to do is point to the cookies you want, and a cookie box will appear in front of you. This shows how much they value personalization in their in-store experience.

And the challenge was that, when customers visited their online Shopify store, they simply had a product pages for each cookie rather than any personalization to create a box of their own.

Customers couldn't select specific cookies and create a box and it was becoming more difficult to ignore that gap for a business whose whole identity is based on personalization.

Then came a second challenge, that was less obvious to customers but was silently causing real pain in the background.

Every time a bundle order was placed, Shopify displayed it as "Build Your Box, 12 cookies" as a single line item without providing a breakdown of the individual items inside a bundle.

Someone had to manually go through each order to figure out which individual cookies were in each box before the bakery team could pack anything.

That built up to a significant amount of time every morning, that caused mistakes and led to operational issue that is actually unsustainable for a business running at high volumes.

Solution

When we sat down with the Félix & Norton team, it was clear that fixing one problem without the other wasn't really fixing anything.

A beautiful front-end experience that still required manual reconciliation, every morning would only create more chaos at scale to the Bakery team. So we tackled both together working alongside design agency Gohrvst to build four distinct bundle experiences across the store, each one solving a different customer need.

1. Build Your Box of Freshly-Baked Cookies

This is the center of attention which sits at the top of the homepage and performs the same functions as the in-store counter, but just on a screen. Six box sizes are available for customers to select exactly the cookies they desire, ranging from six to forty-eight.

Each flavor, Ménage à Trois, Bling-Bling, Ebony & Ivory, gets a full-size photo along with its correct name along with nut allergen warning signs are prominently displayed.

As cookies are added, a progress bar fills in and once the box is full, the options you didn't select grey out so you can see exactly what you've created.

2. Frozen Dough Volume Discounts

Customers who wish to stock up are rewarded with tiered pricing, which turns a less expensive SKU into a significant upsell with no additional hassle during the checkout process.

And then there's the part the customer never thinks about the packaging team, where every minute counts.

Before it even reaches the bakery team, each bundle order is now automatically divided into separate SKUs. Each cookie flavor is now seen as a separate line item with precise numbers rather than just "Build Your Box, 12 cookies," which simplifies the packaging team's job and eliminates any possibility of error.

Results 

On their biggest day, Félix & Norton generated nearly $85,000 in bundle revenue and sold more than 4,000 bundle boxes before midnight, a milestone that reflected not just strong demand but the success of recreating their in-store magic online.

Across four bundle experiences, they have now moved close to 11,000 units and counting…

While behind the scenes, every order now automatically splits into individual SKUs, giving the bakery complete clarity and allowing the team to start each morning with confidence, and a smooth workflow that keeps everything running seamlessly.