As the first new infant formula in 25 years, ByHeart needed a digital experience as innovative as its product. The launch site celebrated formula as food, using rich imagery and intuitive design to make science feel simple. A parallaxing can revealed the “Scoop Lock” lid on scroll, while interactive moments like ByHeart Math, a true/false quiz, and a formula calculator turned education into engagement—with the brand’s signature wit.
RESULTS Sold to all 50 states in just 6 days, gained 6 months of customers in the first 6 weeks and built a waitlist of 30,000 people.