Taste Salud Boosted Cancel Saves 400% with Skio

Aguas Frescas Meets Functional Health

Taste Salud started with a serendipitous gym session in summer 2020. 

Co-founder Josh Leyva and CEO Tyler McCann both showed up expecting to meet friends who bailed. Instead, they found each other and a shared frustration with sugar-loaded hydration products. The result: agua fresca-inspired powders with just 1g of sugar, delivering hydration, immunity, energy, and calm benefits in flavors like Horchata, Jamaica, and Pepino Limón.

The brand scaled from zero to $20M+ in three years, powered by Leyva's authentic connection to his audience and deep roots in Mexican culture. Their site goes beyond checkout, featuring recipes and hydration rituals that teach consumers how to build the product into daily routines.

Mark Galvez joined as Customer Experience Manager to turn first-time buyers into consistent, habitual users. With a product designed for daily consumption and creator-led traffic pouring in, subscriptions weren't optional. They were the foundation for sustainable growth.

Growth Was Strong, But It Wasn’t Sustainable

As demand accelerated, Taste Salud saw an opportunity to evolve subscriptions from a convenience option into a durable growth and retention engine.

The team had clear goals. Convert strong creator-driven demand into longer-lasting subscribers. Improve retention without leaning on aggressive discounting. Reduce reliance on customer support during cancellation moments. Build a subscription experience that felt flexible, transparent, and aligned with real consumption behavior.

Growth wasn't the problem. The next step was making it sustainable.

They needed a subscription architecture that matched the sophistication of their product and the expectations of their community.

Retention Rebuild From the Ground Up

Taste Salud partnered with Skio for a hands-on, highly collaborative rebuild. Working directly with Sandro throughout the year, Mark's team focused on three core areas.

First: subscription entry. They clarified the buy box to highlight daily hydration and immunity benefits, positioning subscriptions as a lifestyle habit rather than a rigid commitment.

Second: the cancel experience. The team rebuilt the flow with flexible preference options, benefit-driven education, and reason-based logic mirroring real subscriber intent. Friction dropped while trust stayed intact.

Third: lifecycle and recovery. In-portal upsells deepened engagement. Smarter retry logic improved payment recovery. Targeted flows re-engaged paused and canceled subscribers.

This wasn't a one-time rollout. It was a continuously optimized system.“Skio gave us the tools to take full control of our subscription program without sacrificing the customer experience,” says Mark. “Their platform is powerful, easy to use, and designed for scale. What really sets them apart is their commitment to continuous innovation, making sure they stay ahead and grow alongside our business.”

Cancel Flow Became a Save Engine

The rebuilt cancel flow changed subscriber behavior almost overnight. Instead of hitting cancel and disappearing, subscribers started engaging with save options: 930% more often than before. That engagement translated directly into retention: save rates improved nearly 400%, and support-driven cancellations dropped 55%.

The difference was flexibility. 

Subscribers could pause when life got busy, swap products when they wanted variety, or adjust frequency to match actual consumption. Education woven into the cancel flow reminded them what they'd lose, like the immunity benefits, the daily hydration ritual, and the flavors they'd come to rely on. Exit intent became a conversation, not a dead end.

The ripple effects spread through the entire subscriber lifecycle. Reactivations more than doubled as lapsed subscribers came back. Recovered subscriptions jumped 97% year-over-year through smarter dunning and backup payment methods. Subscription orders grew 86%, and revenue climbed well over 60% (with recurring revenue leading the way).

All without compromising brand trust or pressuring subscribers with dark patterns.

Triple-Digit Growth Through Partnership

Triple-digit year-over-year subscriber growth

~400% improvement in cancellation save rates

55% reduction in support-driven cancellations

86% increase in subscription orders YoY

Taste Salud proved that retention engineering and authentic community connection aren't competing priorities.

That commitment to the customer relationship shows up in deliberate design choices. Taste Salud intentionally keeps the cancel button visible in their subscriber portal—no buried menus, no manufactured confusion. They'd rather make it easy for someone to pause, swap, or leave than damage trust with friction. And that philosophy extends to the portal itself.

When Sandro, their Merchant Success Manager at Skio, connected with Mark and team, they had a fully branded portal spun up in under two minutes. They just shared their brand guidelines and hex codes, and let Sandro cook.

The result: a subscription experience that looks and feels like Taste Salud, not like an afterthought.

Compounding Returns on Retention

Taste Salud turned subscriptions from a convenience option into durable growth infrastructure.

“Since moving to Skio, we’ve seen a noticeable improvement in how customers interact with their subscriptions. The platform is intuitive, flexible, and built with both the customer and the brand in mind. They’re constantly improving and innovating, which has helped us streamline operations while creating a better overall experience,” says Mark.

By pairing creator-led authenticity with a thoughtfully designed cancel experience, they converted churn moments into saves, education into loyalty, and subscriptions into compounding revenue.

The foundation is set for continued scale. Daily hydration paired with immunity benefits gives subscribers a real reason to stay. Close collaboration ensures continuous adaptation and improvement. And a community that started with nostalgic aguas frescas flavors now compounds month over month through a subscription experience as authentic as the product itself.