Back when I first started using huel and there was only 2 products, the subscription concept made a lot of sense. Offer a lower price in exchange for recurring shipments in order to convert more customers to become repeat customers.
Now, with the breath of the product offering, it doesn’t make any sense. I have 3 different subscriptions for huel regular, h+s, black and managing them is extremely complicated. I randomly choose a date in the future only to have emails remind me to log in and push out the date of delivery. If I forget to adjust the subscription I get product I don’t need which creates customer resentment. I want to try new products but don’t want to navigate the subscription editing nightmare.
Just convert the website to regular ordering ability - when I need more I’ll buy more. If you want to withhold discounts or free shipping for larger orders that is understandable.
Or perhaps allow customers to remove subscription based ordering once they have placed a few orders.
The time has come to think of the experience as a traditional webstore as you have a strong brand. Every time I manage my subscriptions I have a poor experience on the website.