Redesigning the Web Presence for the Anjoman Food Group

The Story

Anjoman Foods began in 1988 as a saffron specialist and grew into a UK manufacturer and distributor of Middle-Eastern fine foods: rice, tea, spices, pickles, dates and Persian confectionery, packed and shipped from its own site in Dunstable. It supplies Middle-Eastern grocers around the country rather than selling to the public, and exports to Europe and beyond. All three brands already had websites, and all three had been sitting there unchanged for years. What we were asked for was a redesign, not a launch.

A Redesign, Not a Launch

Nothing here started from a blank page. Each brand had a site already, and each one had aged badly enough that it was working against the business rather than for it. The range, the trade relationships and the customers were never the problem. The sites in front of them were, so the job was to work out what each one is actually for and rebuild it around that.

Three Sites, Three Jobs

The three ranges sit close together, but the people visiting them do not, so each rebuild took its own structure.

Anjoman Foods, the parent catalogue

anjomanfood.com holds the whole range: 801 products across 29 categories, with the trade catalogue as a download. There is no cart and no checkout: shoppers get a postcode store locator, and retailers opening a trade account do it over the phone rather than through a form.

Anjoman Rice, a brand on its own

anjomanrice.com carries the basmati alone. It sets out the four labels (Anjoman, Imperial, Super Kernel and the green-label Sella) with pack sizes and product codes, explains how the rice is sourced, aged and milled, and runs cooking guides for search. Enquiries go by phone or email, and the parent site’s store locator handles shoppers.

Golden Saffron, the trade counter

goldensaffron.co.uk is a single page for the trade. It lists 24 lines across basmati rice, Ceylon tea, table olives and olive oil, and each one ends in an enquiry rather than a basket. Trade pricing shifts with the season and is quoted by case and by pallet, so the page asks for a price-list request instead.

Where It Stands Now

Each site now knows who it is for, which is the part the old ones had lost. The catalogue points shoppers at a shop and retailers at a trade account. The rice brand stands on its own for anyone searching for basmati, and the trade page collects enquiries for a desk that answers by email. Three jobs, three sites, no overlap between them.