How Did Boobie Superfoods Build $260K+ in Bundle Revenue on a Clean Checkout Experience Mothers Can Trust?
About Boobie Superfoods
Wendy Colson spent years as a registered nurse and lactation specialist, sitting with new mothers every day and understanding what they truly needed. That deep, firsthand knowledge became the foundation of Boobie Superfoods, a full motherhood wellness brand she built to serve mothers at every stage of their journey, starting with the world's first lactation bar, Milk to the Max.
In 2019, Wendy was chosen from over 10,000 applicants to pitch on Shark Tank, one of just 135 brands to earn that stage. The trust Boobie Superfoods carries today was built the same way it started by genuinely understanding what mothers need and delivering on that promise every single time.
The Challenge
Mothers need more than one product to feel truly supported through their day which is a lactation bar for energy, a supplement for recovery, something nourishing to drink through the long hours in between. The Motherload, Boobie Superfoods' flagship bundle, was built around exactly that reality, and it became a bestseller immediately because the idea behind it resonated so deeply with the women it was made for.
The challenge was that the technology underneath it hadn't caught up with the vision. Their existing app would add each product to the cart as a separate item, layer a discount on top, and present that as a bundle, but at checkout nothing actually appeared as a bundle.
And if a shopper happened to remove one item from her cart, the full discount would stay applied to everything else she'd kept, creating a gap in the system that was slowly eating up margin on every single order.
For a brand serving pregnant women and new mothers who are making genuinely careful decisions about what goes into their bodies, the checkout experience is just as much a part of the trust they place in Boobie Superfoods as the products themselves. And when that experience feels uncertain, it puts something much more important than a sale at risk, and that's what made finding the right solution so critical for Boobie Superfoods.
The Solution
This one was a proper collaboration where FoxSell brought the bundle infrastructure, and Jolly Commerce, a specialist Shopify agency, brought the storefront expertise, and together we built toward one clear intention, where a mother visiting this store deserves an experience as carefully considered as the products she's buying.
Every bundle now shows a clear breakdown of exactly what's inside, and the pricing stays accurate no matter what she adds or adjusts along the way.
The Motherload is where that feeling comes through most beautifully. A mother arrives on the page on her phone, very possibly with one hand, and finds her entire daily wellness routine already waiting for her.
Her morning starts with a BOOBIE Body protein shake, she keeps BOOBIE Bars in her bag for the busy hours in between, adds Hydromom to stay nourished while nursing, mixes in Mother of All Greens for that extra boost, and keeps BOOBIE Bears close by when she needs something quick and comforting.
Everything she needs is thoughtfully put together in one bundle, so instead of spending time figuring out what to buy, she simply chooses the format that suits her, and adds it to her cart. In the process of customer’s shopping journey, Boobie Superfoods delivers exactly what it promises to the mothers.
That same intention carries across all seven of Boobie Superfoods' active bundles from the Try Me Kit for mothers just discovering the brand, to the Pumping BFF Bundle for mothers in the thick of breastfeeding, to the Trim & Fit Bundle for those finding their way back to themselves postpartum.
Each bundle meets a mother at a specific moment in her journey, already knowing what she needs so she doesn't have to figure it out all by herself.
The top three sections on their homepage feature bundles, and on mobile where most mothers shop are welcomed with ready-made bundles that make her life easier.
The Results
Since launching with FoxSell, Boobie Superfoods has generated close to $260,000 in total bundle revenue across more than 3,000 bundle units sold, and behind every one of those units is a mother who found what she needed and was understood.
On their biggest single day, nearly 300 mothers built their bundle and checked out, bringing in over $25,000 in revenue in just 24 hours.
A significant portion of that came through The Motherload bundle that in one single purchase, takes care of a mother's entire daily wellness routine from the moment she wakes up to the moment she finally gets to rest.
Which means that hundreds of women in a single day feel like someone genuinely had them covered.
The margin erosion that was quietly happening on every order is no more a concern. The technology finally works with the same care and integrity that Wendy poured into every product she ever created.
That's the outcome FoxSell came to build, and it's one we're genuinely proud of.