Nutricia wanted to reach young mothers across 45 countries with relevant, localised content. But managing dozens of separate websites with different setups was slowing down their international expansion and diluting brand consistency. They needed a partner to build a scalable WordPress infrastructure that could flex across regions, languages and brands, while keeping content management simple. Together, we created a digital foundation that now generates over 1.37 million daily touchpoints with mothers worldwide.
Scalable WordPress infrastructure for 45+ countries
Mobile-first design for an 85% mobile audience
CRM and marketing automation for personalised journeys
Multi-brand, multi-language content management
Always-on SEO and SEA acquisition layer
Integration with Cloudflare, Gigya CRM and Danone systems
The challenge
How do you manage, organise and publish digital content across 45+ countries, each with different languages, brands and local requirements?
The solution
A flexible, cost-effective WordPress blueprint that allows independent site management within one unified structure, supported by CRM integration and a mobile-first approach.
Nutricia x iO: building a global digital infrastructure for infant nutrition
Nutricia is a Dutch brand with over 120 years of expertise in clinical nutrition and infant formula. Since 2007, Nutricia has been part of Danone, serving families across the globe.
Since 2018, iO has been Nutricia Worldwide's trusted digital partner. Our collaboration goes beyond individual projects: we work together on long-term digital strategy, helping Nutricia scale their online presence across Latin America, Europe and Asia. This case highlights one part of that journey, but there is much more we continue to build together.
Why a scalable infrastructure was essential for global growth
Nutricia Worldwide manages the digital presence for 45 countries, including Serbia, Bulgaria, Azerbaijan, Sri Lanka, South Korea, Mexico and Panama. Each market has its own language, regulations and audience expectations. Running separate, disconnected websites for each country created inefficiencies: updates took too long, brand consistency suffered, and scaling to new markets was complex and costly.
The strategic need was clear: one adaptable infrastructure that could serve multiple brands and regions, while giving local teams the autonomy to manage their own content.
Why WordPress is the right choice for multi-country content management
When you need a platform that is cost-effective, easy to manage, SEO-focused and supports multiple languages, WordPress stands out. It allows websites to operate independently while remaining part of one coherent structure. For Nutricia, this means local teams can update content without depending on central IT, while brand guidelines and technical standards remain consistent.
WordPress also integrates seamlessly with the tools Nutricia already uses: Cloudflare for performance and security, Gigya for CRM, BugHerd for feedback, and Danone's internal systems.
A mobile-first approach for mothers on the go
Data showed that 85% of Nutricia's audience accesses content via mobile devices. That insight shaped every design decision. The WordPress blueprint prioritises mobile performance, ensuring fast load times, intuitive navigation and a seamless experience for mothers searching for nutrition information, wherever they are.
Personalised customer journeys through CRM and marketing automation
Reaching mothers is one thing; building lasting relationships is another. We implemented a CRM and marketing automation system that enables personalised customer journeys across all countries. From first visit to loyal community member, every touchpoint is designed to be relevant and timely.
Always-on visibility through SEO and SEA
A beautiful website means nothing if no one finds it. That is why we built an always-on traffic acquisition layer covering both SEO and SEA. Local stakeholders receive ongoing support to optimise their visibility in search, ensuring Nutricia's content reaches mothers at the moments that matter most.
The numbers
1
Countries live on the WordPress blueprint, and counting
1+
Countries supported by Nutricia Worldwide's digital infrastructure
1%
Of traffic comes from mobile devices
1M
Daily touchpoints generated with mothers worldwide
A digital foundation built for international ambition
The new WordPress infrastructure does more than solve today's challenges: it clears the path for Nutricia's continued global growth. By consolidating content management into one flexible blueprint, we have reduced complexity and accelerated rollouts to new markets.
For mothers worldwide, the impact is immediate: relevant content, personalised journeys and a consistent brand experience across AptaClub, NutriciaClub, Bebelac and Milupa. For Nutricia's teams, it means less firefighting and more strategic focus. And the recognition speaks for itself: the top 10 highest-scoring websites in Danone's Digital Health Tool are all part of the infrastructure we built together.
