Jus-Rol

Jus-Rol has been helping home bakers save time in the kitchen since 1954. Founded by Tom Forsyth, the brand has grown into a household name, now stocked in the UK’s biggest supermarkets and known for making baking that little bit easier. As part of a wider rebrand in 2026, Jus-Rol needed a new website that reflected where the brand was heading - one that felt fresh, full of personality, and made it easy for users to discover and enjoy its huge range of recipes.

Jus Rol approached us in late 2025 to design and build a new website that would bring the refreshed brand to life online. The site already had a strong bank of recipe content, so the challenge wasn’t creating more - it was making that content easier to find, easier to use, and more engaging once users landed on it. With hundreds of recipes on the site, navigation was a big focus from the start. Users needed a simple, intuitive way to get to the recipes they wanted quickly, without feeling overwhelmed by choice. At the same time, the new site needed to reflect the updated visual identity, using the new branding and packaging as a foundation for a digital experience that felt consistent, recognisable and easy to navigate.

We began with an SEO audit and analysis to better understand how the existing site was performing, where visibility could be improved, and what users were actually looking for when they landed on the site. That work led to a series of SEO improvements which increased the website’s visibility by over 40%. More importantly, it gave us valuable insight into user behaviour, helping us shape the new site around the journeys people were already trying to take.

Using that knowledge, we focused the design on getting users to the right content quickly and smoothly. A key part of that was simplifying the navigation. With such a large recipe library, we needed to create a structure that felt effortless to use - helping visitors browse, explore and find the right recipe fast.

We also spent time thinking about what happens once a user lands on a recipe page. Because this is where the highest levels of engagement were happening, we wanted to make those pages even more useful. We introduced step-by-step checklists to help users follow each recipe more easily, along with a Baker’s Mode that keeps the screen awake while they cook.

Visually, we used the new branding throughout the site, including subtle references to the Jus Rol brand icon and the icon set created by the brand agency. Colour played an important role too. Each product line has its own distinctive packaging colour, so we carried that through into the website experience - helping users instantly recognise where they are on the site, whether they’re browsing puff pastry recipes or another range.

Behind the scenes, we made sure the site was just as easy for the Jus Rol team to use as it is for their customers. Built on the latest version of Craft CMS, the platform includes a bespoke CMS setup that makes content management straightforward and efficient, with new recipes able to be added in under five minutes.

The end result is a website that feels unmistakably Jus Rol - fresh, easy to use and built around the way people actually browse, bake and engage with recipe content.

It brings the new brand to life in a way that feels consistent across every touchpoint, while making recipe discovery quicker and more intuitive for users.

And with a flexible, easy-to-manage CMS behind it, the Jus Rol team now has a platform that’s set up to last.