New HFSS Calculator Tool is a Success for Ulrick & Short

In April, Impression was assigned the brief of designing and developing a free HFSS calculator tool for clean label ingredients developer, Ulrick & Short, who were wanting to generate leads from a useful online resource. Highly topical, thanks to the new HFSS (foods high in fat, sugar, and salt) government legislation, this tool would help food & drink manufacturing companies work out their HFSS score and suggest reformulation gains for their products.

Scoping the New Web Development Project

The exciting project began with an initial kickoff meeting between Impression and Ulrick & Short to better understand the exact aims of the project and the end goal of the users, in this case, food and drink manufacturers. Within a week, the designs were presented to Ulrick & Short and met with high praise as Marketing Manager, Robert Lambert, remembers:

Rapid Prototyping for Speed of Delivery

Following a rapid prototyping design process, the project transitioned very quickly from the design to the development, taking a total of just five weeks from the initial brief to launch. According to Impression’s Project Manager, Tim, “one of the main reasons for the smooth delivery of this project close collaboration between Ulrick & Shorts marketing team and our UX/UI delivery team. With the announcement of the legislation by the Government, food & drink manufacturers are now scrambling to comply and the release of this new tool would help position Ulrick & Short as a specialist food science provider who can guide manufacturers through the process.”

Results from the New Lead Generation Tool

In the short time since launching, the free HFSS calculator has generated 90 leads in just 8 weeks for Ulrick & Short - including big-name brands. In the same period, they also saw 735 new direct views to the website. Thrilled with the results, Rob mentioned:

The HFSS Calculator continues to be the company’s second-best-performing web page, behind only the homepage, and Ulrick & Short are thrilled with the added value it has brought to their website and business. For more information, or, if you have an equally exciting project of your own in mind, get in touch today.