McCormick Flavor Solutions / Barrel

Creating a B2B Digital Experience for McCormick Flavor Solutions

Our work with McCormick started on the DTC side, unifying more than 10 brand identities into one scalable Shopify ecosystem. That partnership has since deepened into a trusted, go-to relationship for launching new McCormick sites. We applied that same process to an entirely different part of the business: McCormick Flavor Solutions, a global leader in flavor and the only flavor house solely dedicated to edible taste experiences, supplying brands across categories as varied as snacks, beverages, bakery, consumer health, pet care, and beyond.

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Apps & integrations on this project.

Opportunity

McCormick needed a site that could make sense of a complex offering, one where proprietary technologies and a custom flavor process went largely unexplained, and demystify it for a B2B audience trying to figure out where to start. It also needed to generate qualified sales leads for that side of the business. The existing digital presence hadn't kept pace with the business or its distinct relationship to McCormick's consumer-facing brands.

During the discovery phase of the project, we led in-depth stakeholder interviews across McCormick's business units to align a multi-layered organization around one shared vision for the B2B site.

We refreshed the look and feel of Flavor Solutions, balancing flavor-forward design with the educational clarity and technical credibility their customer base expects.

The new site educates visitors on what McCormick Flavor Solutions provides and how its custom flavor process works, explaining proprietary technologies like Flavor Flip, which shifts a product from one flavor to a second mid-bite, and the depth of their service offering, including helping customers navigate options like hundreds of strawberry flavors to find the right one.

We streamlined the content and user journey, organizing the site around the industries seeking a flavor solution so visitors can find what applies to them without wading through excess detail.

We built the site on HubSpot, working alongside Bryant Works to support McCormick's B2B lead-generation model.

To drive lead generation, we designed clear conversion touch-points, including Contact Us, Request a Sample, and Flavor University event registration pages.

To bring McCormick’s education platform Flavor University to life on the new site, we designed a dedicated content hub, giving the flavor education and thought-leadership content and podcast a proper home.

Impact & Results

With the new site live, McCormick Flavor Solutions now has a digital experience built around how B2B buyers evaluate a flavor partner: by application, by problem, and by expertise, rather than by product listing. It's also the latest proof point in a longer-running story: a McCormick brand can move from opportunity to launch quickly, because the framework and team are already in place.