diff --git a/app/controllers/concerns/white_label.rb b/app/controllers/concerns/white_label.rb
index 19c54741f8..5b9d23b96b 100644
--- a/app/controllers/concerns/white_label.rb
+++ b/app/controllers/concerns/white_label.rb
@@ -5,6 +5,8 @@ module WhiteLabel
   include EnterprisesHelper
 
   def hide_ofn_navigation
+    return false unless OpenFoodNetwork::FeatureToggle.enabled?(:white_label)
+
     # if the distributor has the hide_ofn_navigation preference set to true
     # then we should hide the OFN navigation
     @hide_ofn_navigation = distributor.preferred_hide_ofn_navigation
diff --git a/app/helpers/admin/enterprises_helper.rb b/app/helpers/admin/enterprises_helper.rb
index 8e273a810f..f36661544a 100644
--- a/app/helpers/admin/enterprises_helper.rb
+++ b/app/helpers/admin/enterprises_helper.rb
@@ -50,8 +50,13 @@ module Admin
         { name: 'tag_rules', icon_class: "icon-random", show: is_shop },
         { name: 'shop_preferences', icon_class: "icon-shopping-cart", show: is_shop },
         { name: 'users', icon_class: "icon-user", show: true },
-        { name: 'white_label', icon_class: "icon-leaf", show: true }
-      ]
+      ] + [add_white_label_if_feature_activated].compact
+    end
+
+    def add_white_label_if_feature_activated
+      return nil unless OpenFoodNetwork::FeatureToggle.enabled?(:white_label)
+
+      { name: 'white_label', icon_class: "icon-leaf", show: true }
     end
     # rubocop:enable Metrics/MethodLength
   end
diff --git a/lib/open_food_network/feature_toggle.rb b/lib/open_food_network/feature_toggle.rb
index ebebffb1de..b6a3048209 100644
--- a/lib/open_food_network/feature_toggle.rb
+++ b/lib/open_food_network/feature_toggle.rb
@@ -40,6 +40,9 @@ module OpenFoodNetwork
       "vouchers" => <<~DESC,
         Add voucher functionality. Voucher can be managed via Enterprise settings.
       DESC
+      "white_label" => <<~DESC,
+        Customize shopfront (shop, cart, checkout) and emails without OFN branding.
+      DESC
     }.freeze
 
     # Move your feature entry from CURRENT_FEATURES to RETIRED_FEATURES when
diff --git a/spec/system/admin/enterprises_spec.rb b/spec/system/admin/enterprises_spec.rb
index 0265a1f32d..1ba51c6a65 100644
--- a/spec/system/admin/enterprises_spec.rb
+++ b/spec/system/admin/enterprises_spec.rb
@@ -586,29 +586,43 @@ describe '
     end
 
     context "white label settings" do
-      before do
-        visit edit_admin_enterprise_path(distributor1)
+      context "when the feature is enabled" do
+        before do
+          Flipper.enable(:white_label)
+          visit edit_admin_enterprise_path(distributor1)
 
-        within(".side_menu") do
-          click_link "White Label"
+          within(".side_menu") do
+            click_link "White Label"
+          end
+        end
+
+        it "set the hide_ofn_navigation preference for the current shop" do
+          check "Hide OFN navigation"
+          click_button 'Update'
+          expect(flash_message).to eq('Enterprise "First Distributor" has been successfully updated!')
+          expect(distributor1.reload.preferred_hide_ofn_navigation).to be true
+
+          visit edit_admin_enterprise_path(distributor1)
+          within(".side_menu") do
+            click_link "White Label"
+          end
+
+          uncheck "Hide OFN navigation"
+          click_button 'Update'
+          expect(flash_message).to eq('Enterprise "First Distributor" has been successfully updated!')
+          expect(distributor1.reload.preferred_hide_ofn_navigation).to be false
         end
       end
 
-      it "set the hide_ofn_navigation preference for the current shop" do
-        check "Hide OFN navigation"
-        click_button 'Update'
-        expect(flash_message).to eq('Enterprise "First Distributor" has been successfully updated!')
-        expect(distributor1.reload.preferred_hide_ofn_navigation).to be true
-
-        visit edit_admin_enterprise_path(distributor1)
-        within(".side_menu") do
-          click_link "White Label"
+      context "when the feature is disabled" do
+        before do
+          Flipper.disable(:white_label)
+          visit edit_admin_enterprise_path(distributor1)
         end
 
-        uncheck "Hide OFN navigation"
-        click_button 'Update'
-        expect(flash_message).to eq('Enterprise "First Distributor" has been successfully updated!')
-        expect(distributor1.reload.preferred_hide_ofn_navigation).to be false
+        it "does not show the white label settings" do
+          expect(page).not_to have_link "White Label"
+        end
       end
     end
   end
diff --git a/spec/system/consumer/white_label_spec.rb b/spec/system/consumer/white_label_spec.rb
index ce1d52ab13..58aa0ff5af 100644
--- a/spec/system/consumer/white_label_spec.rb
+++ b/spec/system/consumer/white_label_spec.rb
@@ -21,136 +21,154 @@ describe 'White label setting' do
 
   let(:ofn_navigation) { 'ul.nav-main-menu' }
 
-  context "manage the hide_ofn_navigation preference" do
-    context "when the preference is set to true" do
-      before do
-        distributor.update_attribute(:preferred_hide_ofn_navigation, true)
-      end
+  shared_examples "does not hide the OFN navigation" do
+    it "does not hide the OFN navigation when visiting the shop" do
+      visit main_app.enterprise_shop_path(distributor)
+      expect(page).to have_selector ofn_navigation
+    end
 
-      shared_examples "hides the OFN navigation when needed only" do
-        it "hides the OFN navigation when visiting the shop" do
-          visit main_app.enterprise_shop_path(distributor)
-          expect(page).to have_no_selector ofn_navigation
-        end
+    it "does not hide the OFN navigation when visiting root path" do
+      visit main_app.root_path
+      expect(page).to have_selector ofn_navigation
+    end
 
-        it "does not hide the OFN navigation when visiting root path" do
-          visit main_app.root_path
-          expect(page).to have_selector ofn_navigation
-        end
-      end
+    it "does not hide the OFN navigation when visiting cart path" do
+      visit main_app.cart_path
+      expect(page).to have_selector ofn_navigation
+    end
+  end
 
-      context "without order or current distributor" do
-        it_behaves_like "hides the OFN navigation when needed only"
-      end
+  context "when the white label feature is activated" do
+    before do
+      Flipper.enable(:white_label)
+    end
 
-      context "when the user has an order ready to checkout" do
+    context "manage the hide_ofn_navigation preference" do
+      context "when the preference is set to true" do
         before do
-          order.update_attribute(:state, 'cart')
-          order.line_items << create(:line_item, variant: product.variants.first)
-          set_order(order)
+          distributor.update_attribute(:preferred_hide_ofn_navigation, true)
         end
 
-        shared_examples "hides the OFN navigation when needed only for the checkout" do
+        shared_examples "hides the OFN navigation when needed only" do
+          it "hides the OFN navigation when visiting the shop" do
+            visit main_app.enterprise_shop_path(distributor)
+            expect(page).to have_no_selector ofn_navigation
+          end
+
+          it "does not hide the OFN navigation when visiting root path" do
+            visit main_app.root_path
+            expect(page).to have_selector ofn_navigation
+          end
+        end
+
+        context "without order or current distributor" do
           it_behaves_like "hides the OFN navigation when needed only"
-
-          it "hides the OFN navigation when visiting cart path" do
-            visit main_app.cart_path
-            expect(page).to have_no_selector ofn_navigation
-          end
-
-          it "hides the OFN navigation when visiting checkout path" do
-            visit checkout_path
-            expect(page).to have_content "Checkout now"
-            expect(page).to have_content "Order ready for "
-            expect(page).to have_no_selector ofn_navigation
-          end
         end
 
-        context "when the split checkout is disabled" do
-          it_behaves_like "hides the OFN navigation when needed only for the checkout"
-        end
-
-        context "when the split checkout is enabled" do
+        context "when the user has an order ready to checkout" do
           before do
-            Flipper.enable(:split_checkout)
+            order.update_attribute(:state, 'cart')
+            order.line_items << create(:line_item, variant: product.variants.first)
+            set_order(order)
           end
 
-          it_behaves_like "hides the OFN navigation when needed only for the checkout"
-        end
-      end
+          shared_examples "hides the OFN navigation when needed only for the checkout" do
+            it_behaves_like "hides the OFN navigation when needed only"
 
-      context "when the user has a complete order" do
-        let(:complete_order) {
-          create(:order_with_credit_payment,
-                 user: nil,
-                 email: "guest@user.com",
-                 distributor: distributor,
-                 order_cycle: order_cycle)
-        }
-        before do
-          set_order(complete_order)
-        end
+            it "hides the OFN navigation when visiting cart path" do
+              visit main_app.cart_path
+              expect(page).to have_no_selector ofn_navigation
+            end
 
-        shared_examples "hides the OFN navigation when needed only for the order confirmation" do
-          it "hides" do
-            visit order_path(complete_order, order_token: complete_order.token)
-            expect(page).to have_no_selector ofn_navigation
+            it "hides the OFN navigation when visiting checkout path" do
+              visit checkout_path
+              expect(page).to have_content "Checkout now"
+              expect(page).to have_content "Order ready for "
+              expect(page).to have_no_selector ofn_navigation
+            end
+          end
+
+          context "when the split checkout is disabled" do
+            it_behaves_like "hides the OFN navigation when needed only for the checkout"
+          end
+
+          context "when the split checkout is enabled" do
+            before do
+              Flipper.enable(:split_checkout)
+            end
+
+            it_behaves_like "hides the OFN navigation when needed only for the checkout"
           end
         end
 
-        context "when the current distributor is the distributor of the order" do
+        context "when the user has a complete order" do
+          let(:complete_order) {
+            create(:order_with_credit_payment,
+                   user: nil,
+                   email: "guest@user.com",
+                   distributor: distributor,
+                   order_cycle: order_cycle)
+          }
+          before do
+            set_order(complete_order)
+          end
+
+          shared_examples "hides the OFN navigation when needed only for the order confirmation" do
+            it "hides" do
+              visit order_path(complete_order, order_token: complete_order.token)
+              expect(page).to have_no_selector ofn_navigation
+            end
+          end
+
+          context "when the current distributor is the distributor of the order" do
+            before do
+              allow_any_instance_of(EnterprisesHelper).to receive(:current_distributor).
+                and_return(distributor)
+            end
+
+            it_behaves_like "hides the OFN navigation when needed only for the order confirmation"
+          end
+
+          context "when the user has a current distributor that is not the distributor's order" do
+            let!(:another_distributor) { create(:distributor_enterprise) }
+            before do
+              another_distributor.update_attribute(:preferred_hide_ofn_navigation, false)
+              allow_any_instance_of(EnterprisesHelper).to receive(:current_distributor).
+                and_return(another_distributor)
+            end
+
+            it_behaves_like "hides the OFN navigation when needed only for the order confirmation"
+          end
+        end
+
+        context "when the user has a current distributor" do
           before do
             allow_any_instance_of(EnterprisesHelper).to receive(:current_distributor).
               and_return(distributor)
           end
 
-          it_behaves_like "hides the OFN navigation when needed only for the order confirmation"
-        end
-
-        context "when the user has a current distributor that is not the distributor's order" do
-          let!(:another_distributor) { create(:distributor_enterprise) }
-          before do
-            another_distributor.update_attribute(:preferred_hide_ofn_navigation, false)
-            allow_any_instance_of(EnterprisesHelper).to receive(:current_distributor).
-              and_return(another_distributor)
-          end
-
-          it_behaves_like "hides the OFN navigation when needed only for the order confirmation"
+          it_behaves_like "hides the OFN navigation when needed only"
         end
       end
 
-      context "when the user has a current distributor" do
+      context "when the preference is set to false" do
         before do
+          distributor.update_attribute(:preferred_hide_ofn_navigation, false)
+          set_order(order)
           allow_any_instance_of(EnterprisesHelper).to receive(:current_distributor).
             and_return(distributor)
         end
 
-        it_behaves_like "hides the OFN navigation when needed only"
-      end
-    end
-
-    context "when the preference is set to false" do
-      before do
-        distributor.update_attribute(:preferred_hide_ofn_navigation, false)
-        set_order(order)
-        allow_any_instance_of(EnterprisesHelper).to receive(:current_distributor).
-          and_return(distributor)
-      end
-
-      it "does not hide the OFN navigation when visiting the shop" do
-        visit main_app.enterprise_shop_path(distributor)
-        expect(page).to have_selector ofn_navigation
-      end
-
-      it "does not hide the OFN navigation when visiting root path" do
-        visit main_app.root_path
-        expect(page).to have_selector ofn_navigation
-      end
-
-      it "does not hide the OFN navigation when visiting cart path" do
-        visit main_app.cart_path
-        expect(page).to have_selector ofn_navigation
+        it_behaves_like "does not hide the OFN navigation"
       end
     end
   end
+
+  context "when the white label feature is deactivated" do
+    before do
+      Flipper.disable(:white_label)
+    end
+
+    it_behaves_like "does not hide the OFN navigation"
+  end
 end