Joy Days : 291% Sales Growth and 85% ROAS Boost in the U.S. Functional Cookie Category Powered by XENA 360
291.3%
Increase in Total Sales
250%
Growth in Ad-Driven Revenue
127%
TACoS Efficiency
Joy Days, a U.S.-based functional food brand specializing in low glycemic index cookies designed for better blood sugar balance, partnered with XENA Intelligence to drive measurable eCommerce growth. Within one quarter, the brand recorded a 291% overall sales surge, 250% increase in ad sales, and an 85% improvement in ROAS, while achieving a 127% better TACoS efficiency.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Customer
Joy days
Industry
Food & Beverage
Challenges
Joy Days entered the U.S. market with a powerful mission — to make indulgence accessible for those seeking better blood sugar control — but scaling profitably was an uphill battle.
Low Awareness for Functional Snacks: Most consumers associated “low sugar” with compromise on taste. The brand had to educate shoppers that Joy Days cookies were both delicious and diabetic-friendly.
High CPC Competition: Competing in a crowded healthy snacks category meant bidding against legacy brands dominating terms like “low carb cookies” and “diabetic snacks.”
Underperforming Campaigns: Previous ad structures blended awareness and conversion audiences, diluting ROAS and making it difficult to measure true intent-based performance.
Limited Organic Visibility: Despite strong DTC traction, Amazon listings lacked optimized keywords and structured backend data to drive discoverability.
Joy Days needed a smarter, data led system that could position it as the category leader for functional indulgence not just another “healthy cookie” brand.
“Our goal has always been to prove that better-for-you can still mean delicious and XENA helped us communicate that at scale. The visibility and sales growth we’ve seen have completely changed how we approach eCommerce.”
-Amy Cohn, CEO & Founder, Joy Days
XENA’s Approach
Using XENA 360, XENA Intelligence designed a growth roadmap centered on education-driven awareness, intent based advertising, and profit focused scaling.
1.Audience Intelligence & Segmentation
Identified three distinct buyer personas health conscious snackers, diabetic/low GI diet followers, and clean label parents.
Developed tailored ad sets and keyword clusters that spoke to each audience’s motivations.
2.AI-Powered Keyword Expansion
Leveraged Foresight AI to surface overlooked, cost-efficient search terms like “low glycemic dessert,” “sugar-conscious snack,” and “guilt-free cookie.”
Optimized listings and headlines with these emerging search queries to increase organic impressions.
3.Performance Automation & Scaling
Deployed real-time bid optimization and budget pacing automations to maintain ideal ROAS thresholds even during scaling.
Introduced automated dayparting to allocate higher bids during peak afternoon snacking hours when conversion rates were strongest.
4.Listing Enhancement & Visual Refresh
Updated Amazon A+ content with lifestyle imagery, emphasizing taste, inclusivity, and diabetic-friendly benefits.
Improved keyword density while maintaining clean, FDA-compliant messaging.
“What stood out for us was the precision. XENA didn’t just run ads they understood our product, our audience, and how to position a functional food brand authentically. The results have been beyond our expectations.”
— Sales Director, Joy Days
Results
291.3% Increase in Total Sales
Through optimized listings and precision targeting, Joy Days nearly quadrupled its sales volume. The improved product visibility helped the brand penetrate new audience segments, including mainstream snackers exploring sugar-free options.
250% Growth in Ad-Driven Revenue
Campaign restructuring and automated bidding helped maximize conversion efficiency. Joy Days saw consistent week-over-week gains, with ad sales contributing a larger portion of total revenue at a lower spend ratio.
85% ROAS Improvement
ROAS nearly doubled after eliminating overlap between awareness and conversion campaigns. With data-backed creative testing, Joy Days increased average conversion rates by 40%, proving that health-conscious snacking can scale profitably.
127% TACoS Efficiency
The combination of automation, new keyword adoption, and improved SEO lifted overall profitability. Blended TACoS dropped steadily while organic visibility continued to grow creating a compounding effect on margin retention.
Brand Perception Uplift
Post-campaign consumer insights showed a noticeable shift in perception: Joy Days was no longer seen as a “diet snack,” but rather as a tasty everyday cookie that just happens to be better for you.
Find More Case Studies
Ready to Take Your E-Commerce Growth to the Next Level?
Ready to Take Your E-Commerce Growth to the Next Level?
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Book a Meeting
Book a Meeting
Book a Meeting
Joy Days, a U.S.-based functional food brand specializing in low glycemic index cookies designed for better blood sugar balance, partnered with XENA Intelligence to drive measurable eCommerce growth. Within one quarter, the brand recorded a 291% overall sales surge, 250% increase in ad sales, and an 85% improvement in ROAS, while achieving a 127% better TACoS efficiency.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Customer
Joy days
Industry
Food & Beverage
Challenges
Joy Days entered the U.S. market with a powerful mission — to make indulgence accessible for those seeking better blood sugar control — but scaling profitably was an uphill battle.
Low Awareness for Functional Snacks: Most consumers associated “low sugar” with compromise on taste. The brand had to educate shoppers that Joy Days cookies were both delicious and diabetic-friendly.
High CPC Competition: Competing in a crowded healthy snacks category meant bidding against legacy brands dominating terms like “low carb cookies” and “diabetic snacks.”
Underperforming Campaigns: Previous ad structures blended awareness and conversion audiences, diluting ROAS and making it difficult to measure true intent-based performance.
Limited Organic Visibility: Despite strong DTC traction, Amazon listings lacked optimized keywords and structured backend data to drive discoverability.
Joy Days needed a smarter, data led system that could position it as the category leader for functional indulgence not just another “healthy cookie” brand.
“Our goal has always been to prove that better-for-you can still mean delicious and XENA helped us communicate that at scale. The visibility and sales growth we’ve seen have completely changed how we approach eCommerce.”
-Amy Cohn, CEO & Founder, Joy Days
XENA’s Approach
Using XENA 360, XENA Intelligence designed a growth roadmap centered on education-driven awareness, intent based advertising, and profit focused scaling.
1.Audience Intelligence & Segmentation
Identified three distinct buyer personas health conscious snackers, diabetic/low GI diet followers, and clean label parents.
Developed tailored ad sets and keyword clusters that spoke to each audience’s motivations.
2.AI-Powered Keyword Expansion
Leveraged Foresight AI to surface overlooked, cost-efficient search terms like “low glycemic dessert,” “sugar-conscious snack,” and “guilt-free cookie.”
Optimized listings and headlines with these emerging search queries to increase organic impressions.
3.Performance Automation & Scaling
Deployed real-time bid optimization and budget pacing automations to maintain ideal ROAS thresholds even during scaling.
Introduced automated dayparting to allocate higher bids during peak afternoon snacking hours when conversion rates were strongest.
4.Listing Enhancement & Visual Refresh
Updated Amazon A+ content with lifestyle imagery, emphasizing taste, inclusivity, and diabetic-friendly benefits.
Improved keyword density while maintaining clean, FDA-compliant messaging.
“What stood out for us was the precision. XENA didn’t just run ads they understood our product, our audience, and how to position a functional food brand authentically. The results have been beyond our expectations.”
— Sales Director, Joy Days
Results
291.3% Increase in Total Sales
Through optimized listings and precision targeting, Joy Days nearly quadrupled its sales volume. The improved product visibility helped the brand penetrate new audience segments, including mainstream snackers exploring sugar-free options.
250% Growth in Ad-Driven Revenue
Campaign restructuring and automated bidding helped maximize conversion efficiency. Joy Days saw consistent week-over-week gains, with ad sales contributing a larger portion of total revenue at a lower spend ratio.
85% ROAS Improvement
ROAS nearly doubled after eliminating overlap between awareness and conversion campaigns. With data-backed creative testing, Joy Days increased average conversion rates by 40%, proving that health-conscious snacking can scale profitably.
127% TACoS Efficiency
The combination of automation, new keyword adoption, and improved SEO lifted overall profitability. Blended TACoS dropped steadily while organic visibility continued to grow creating a compounding effect on margin retention.
Brand Perception Uplift
Post-campaign consumer insights showed a noticeable shift in perception: Joy Days was no longer seen as a “diet snack,” but rather as a tasty everyday cookie that just happens to be better for you.
Find More Case Studies
Ready to Take Your E-Commerce Growth to the Next Level?
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Book a Meeting
