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Helping an £8m subscription brand return to growth for the first time in 7 months.
Back to growth, profitably.
An £8m meal-subscription brand, returned to net subscriber growth for the first time in 7 months.
Here’s how we returned an £8m subscription brand to growth for the first time in 7 months…
Prepped Pots is a meal subscription business with over 120,000 lifetime customers across the UK & Ireland. The brand offers macro-controlled, protein-dense meals with over 30 rotating weekly menu options.
We first worked with the brand in 2023, helping to profitably scale revenue to £10m ARR, before supporting the leadership team to in-house media buying in 2024. Lifeblood returned in mid-2025, reigniting the partnership and helping Prepped Pots return to growth for the first time in 7 months.
Engineering a return to growth.
Our approach was built on 5 strategic pillars:
Create and test 4 subscription trial offers at a breakeven margin profile to improve conversion rate
Implement a cost cap bid strategy to mitigate soft performance during periods of weak demand
Use cohort data to analyse LTV and retention by entry-point and acquisition channel, using this to allocate channel spend
Segment customers by lifestyle or fitness goal — Hyrox athletes, GLP-1 users, time-poor professionals — and develop messaging frameworks for each
Build a whitelisting programme of creators within these identified segments and personas
In Month 1 we broke down the product’s unit economics, allowing us to develop 4 subscription trial offers with unique landing pages and email flows for A/B testing. Each distinct offer sacrificed the same gross margin but carried a different perceived value and framing.
We tested a tiered percentage discount, a first-order £ discount, a free-meals offer and a trial bundle. Resounding feedback from the customer focus group indicated the 5-meals-for-£9.99 trial — auto-enrolling into a full subscription — was the winner, further validated through structured testing across Meta.
Our media buying team deployed a cost cap strategy across Meta and restructured Google with tCPA restrictions. Testing also revealed heavy wasted spend on competitor terms and branded search — brand bidding was cannibalising organic search with low incrementality, so it was cut.
Cohort analysis revealed that despite a strong CPA via TikTok Ads, subscribers acquired through the channel had poor retention — low LTV and high churn. We turned the channel off and redeployed spend into Meta and Google non-brand campaigns.
Ad creative showcase.
Nicely shot UGC alongside our best-designed ads — the creative engine behind the turnaround.
The results.
Since returning, our team has helped Prepped Pots reverse a declining subscriber base — bringing CAC down to lows not seen in more than 2.5 years, alongside a record-breaking site conversion rate.
The business is now acquiring higher-quality customers with stronger retention and higher LTV.
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