Goya Launches Mobile-First Website Emphasizing Recipe Discovery
Goya Foods has launched a new website to help shoppers find recipe inspiration, placing an emphasis on the mobile experience since that accounts for a majority of the brand’s web traffic.
Developed by Rudder Finn’s strategic digital marketing agency Flightpath, the new goya.com offers dozens of recipes incorporating the brand’s full range of products, including coconut milk, tomato paste, and black beans. Some feature videos that are also available on Goya’s YouTube channel.
"Navigation and mobile usage are a top priority for our consumers, and we're excited to deliver an improved site designed specifically for that," Goya Foods marketing director Alvaro Serrano said in a statement. "Newly added features such as optimized recipe and product tagging, along with innovative shoppable store finder features powered by Destini, will allow users to effortlessly discover desired recipes and products, facilitating an easy purchase whether in store or online."
Also read: Breville Is Driving Online Engagement With AI Search
The Latin dishes developed by the brand are grouped by type and occasion like plant-based, holiday, and summer grilling. Consumers can log in to save recipes and sign up for a newsletter delivering coupons and offers.
Usage and user feedback submitted through website surveys and social media will be monitored post-launch to produce a Q3 report that will guide future updates.
Goya has been working to improve its digital footprint to bolster growth and allow consumers to find an expanded selection of its products. Its DTC shop, which launched in 2022, offers customizable boxes of beans, value packs, and pantry staples along with branded apparel and tote bags.
