Mead Johnson Nutrition transforms Enfamil.com with a headless CMS built for scale

Mead Johnson Nutrition is the manufacturer of Enfamil, a world-leading infant formula brand. For over eight years, the business was looking to transform its digital experiences across three key drivers — technical, operational and consumer engagement. 

“Our industry is very sensitive, and a nutrition product is not a typical pharma product,” Victor Tapia, Global Director for Digital Marketing and E-commerce, said. “It has different regulations, and we need to protect the way we market to consumers as well as doctors, emphasizing our formula and the science. The product is sensitive and emotional and we need to truly connect with our consumers. This involves a lot of articles and content to manage it from the market and the science point of view. We needed a powerful CMS to drive this.”

Previously, the business had an outdated, fragmented ecosystem which was built on legacy systems that created operational inefficiencies, slow page load speeds, poor user experiences and more technical debt. With its digital transformation, Mead Johnson wanted to achieve: 

Improved consumer engagement: The business aimed to increase NPS by 15 points within the first year. Part of this was the need to improve site performance and product discovery, and the ability to publish content in English and Spanish. 

Boosted enrollment and loyalty engagement: Mead Johnson runs Enfamil Family Beginnings® (EFB), its CRM and loyalty program for parents and caregivers. To drive more sign-ups and ongoing participation, the team focused on delivering a quicker, more intuitive, mobile-friendly enrollment flow.

Enhanced e-commerce outcomes: Faster CMS publishing times and a headless architecture would empower content teams to launch campaigns faster and more efficiently, with a reduction in technical debt freeing up time for innovation. 

After researching the market, Contenstack’s headless CMS was chosen for its headless, API-first architecture, which makes integrating with Shopify and other tools easy, its ability to support multiple languages and locales, and ability to improve site performance. 

Rooted in a composable technology strategy, Mead Johnson rebuilt the Enfamil.com website from the ground up. Leveraging Next.js for the front end, and key integrations like Auth0 for authentication, Shopify for e-commerce, CrowdTwist for loyalty, Epsilon CDP for data unification and Salesforce Marketing Cloud for personalization, the business successfully completed a 10-month end-to-end platform rebuild. The project included full content migration of hundreds of pages, UX/UI redesign based on a mobile-first strategy, and extensive API-based architecture for future-focused flexibility and scalability. 

With a headless CMS, Mead Johnson can now orchestrate dynamic, omnichannel content delivery, decoupled from the front end to enable faster deployments and content flexibility. Due to a microservices architecture and API-first approach, the business has unlocked faster updates, minimized vendor lock-in and set a foundation for future innovation. This modular approach has allowed Enfamil’s Digital Nutrition business to reduce complexity, optimize costs and empower faster time to market.

One crucial element of the transformation was leveraging Contentstack’s seamless Shopify integration. Mead Johnson was able to manage the content and experience side of the website at the front end, while maintaining what they already had in Shopify without disruption. “We’re continually making changes in Shopify and the e-commerce works perfectly because the interaction between [Shopify and Contentstack] is working seamlessly,” Tapia said. 

Adopting Contentstack has also made a difference at the front end, enabling teams to identify and act on opportunities to improve site structure and content presentation. While its previous CMS was too complex and disorganized to support effective navigation or content architecture, Contentstack has provided a more intuitive, flexible foundation that allows the team to better organize and manage their website overall.

Personalization is an important part of the company’s business model. One part of this is localization. For Mead Johnson, Hispanic users in the U.S. and abroad are growing into a crucial part of its customer base, and adopting Contentstack has made it simple to launch new multi-language experiences in both Spanish and English simultaneously. The headless architecture has also made it easy to send information to its Customer Data Platform and integrate with Salesforce Personalization Studio, helping the business to personalize the experience for individual users and encourage them towards its loyalty programs. 

“Today, the digital space has become a commodity.” Tapia said. “To create a website, to create a mobile application — everyone can do it. But to really create an experience and connect all the elements that are behind that, and to take advantage of the information you’re collecting and have a real time interaction with the consumer, and make it really omnichannel, this is the real challenge. You need to have everything consistently connected, and make it as simple as possible.”

As a result of its transformation, Mead Johnson was chosen as the Contentstack Experience Award Winner for Most Successful Transformation 2025 for Modernization and Change Management. 

Today, Mead Johnson is better equipped to scale the Enfamil brand globally, innovate faster, and better respond to evolving market demands. The long-term impact is not only operational efficiency but also tangible revenue growth, consumer loyalty, and market leadership.

Looking at Mead Johnson’s original goals, the team has excelled across all three areas of intended growth. Key wins for Mead Johnson with Contentstack include: 

• Technical improvements to site performance: Site speed has increased by around 25%, and Enfamil has enhanced its UI and UX across mobile and web. Composable architecture allows all the parts of the site to work together with ease. 

• Operational enhancements: In 10 months, the business transformed Enfamil.com, has improved the quality of its integration layer for optimized back end workflows and has reduced CMS publishing time by 40%, freeing up content teams to innovate and launch smarter campaigns in less time. 

• A boost for consumer engagement: End users now have a frictionless experience and better product discovery through a seamless Shopify integration. NPS scores rose by 15 points, e-commerce conversions have increased by 10%, and loyalty program participation has grown by 15–20%.