ZOE

What ZOE does

ZOE is a personalized nutrition company founded in 2017 in London by Professor Tim Spector (King's College London), Jonathan Wolf, and George Hadjigeorgiou, with US operations based in Needham, Massachusetts. The company sells a direct-to-consumer subscription that bundles an at-home stool-sample Gut Health Test — sequenced via shotgun metagenomics against a proprietary database of 300,000+ microbiome profiles — with an AI-driven mobile app delivering personalized food scores, blood fat and glucose response predictions, mindful eating tools, and a generative AI nutrition coach called AskZiggie. The technology is grounded in the PREDICT studies (PREDICT 1: 1,106 participants; PREDICT 2: 1,200; PREDICT 3: 100,000 ongoing), conducted with King's College London, Massachusetts General Hospital, Stanford Medicine, and Harvard T.H. Chan School of Public Health, and supported by 75+ peer-reviewed publications in Nature, Nature Medicine, Cell, BMJ, and The Lancet.

ZOE's revenue model is a freemium-to-paid subscription stack. The free ZOE Science & Nutrition app offers AI food tracking, photologging, and the Processed Food Risk Scale; ZOE Plus premium in-app access is priced at $99.99/year or $15.99/month. Paid memberships are tiered into Start ($24.99/month, rolling 4 months) and Core ($9.99/month, rolling 12 months) plans that include the Gut Health Test and personalized app features. Adjacent revenue lines include the Daily30 / Daily30+ whole-food prebiotic supplement subscription (75,000+ customers, 16M+ servings sold), the new Gut Health Bar snack product, Klarna installment financing, and Stripe-processed recurring billing. Distribution is entirely direct-to-consumer via zoe.com and the iOS/Android apps, with the ZOE Science & Nutrition podcast (14M+ downloads, #1 in the UK) acting as the primary top-of-funnel engine.

The customer base spans 120,000+ program users across the US (excluding New York), UK, Ireland, and the Netherlands, with operating geographies extending to Germany and Spain. Adjacent product lines and verticals include the free MenoScale calculator (menopause, based on 70,000+ women) and positioning for GLP-1 medication users seeking sustainable nutrition. ZOE has raised approximately $118M in total funding across a Series B and two extensions, was valued at £209M in December 2022 with a third-party estimated valuation of ~$500M in 2025, and employs 251–500 people. The company acquired Fascinate Productions in July 2024 to bring its podcast production in-house and launched ZOE 2.0 — a simplified stool-only test and next-generation app — in September 2025.

Name

ZOE

Legal name

Zoe Limited

Website

https://zoe.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

ZOE is a London-based personalized nutrition company that sells direct-to-consumer subscriptions combining an AI-powered microbiome test and mobile app to deliver personalized food scores and blood sugar/fat predictions, targeting 120,000+ health-conscious consumers across the US, UK, Ireland, and the Netherlands.

Ownership category

akta.pro rank

Product category

Personalized Nutrition

NAICS

Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Gut Health & Digestive Nutrition (IBS, GERD, Elimination Diets) (HSADAFAH)

akta.pro secondary industry

Probiotics & Digestive Health Supplements (CRADAGAF)

Keywords

• Personalized nutrition
• Gut microbiome testing
• Nutrition science research
• Prebiotic supplements
• Digital health apps

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Supply Chain, Operations

Revenue model

1. ZOE Membership Subscription: Recurring subscription for the personalized nutrition program combining the ZOE App with a Gut Health Test. Two main plans: Start at $24.99/month (rolling 4 months) and Core at $9.99/month (rolling 12 months). Automatic renewal unless cancelled. Membership includes access to the app with personalized scores, food tracking, mindful eating tools, and member community.
2. ZOE Plus App Subscription: Premium in-app subscription offered at $99.99/year or $15.99/month. Provides full access to personalized scores, unlimited learning content, and ad-free experience. Handled through App Store subscriptions.
3. Daily30 Supplement Sales: Direct-to-consumer sales of Daily30, a whole-food prebiotic supplement containing 30+ plants. Sold as subscription with monthly or 4-month plans. 75,000+ customers and 16M+ servings sold. Vegan, gluten-free formulation designed by ZOE gut health scientists.
4. Gut Health Test Kit (Bundled with Membership): At-home hygienic stool sample kit included with membership plans. Analyzed using shotgun metagenomics to provide a gut microbiome score out of 1,000 and a list of 'good' and 'bad' gut bugs. Newer simplified test (from 2025) no longer requires cookies, blood samples, or CGM.
5. Gut Health Bar (Food Product): New own-brand food product (Gut Health Bar) sold direct-to-consumer alongside Daily30 supplement, expanding food product line.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels8 records

Core offering

ZOE sells a direct-to-consumer personalized nutrition subscription combining an AI-driven mobile app with an at-home stool-sample Gut Health Test kit analyzed via shotgun metagenomics, supplemented by its Daily30 whole-food prebiotic supplement and the free MenoScale menopause scoring tool. Members receive a personalized gut microbiome score, individual food scores, an AI nutrition coach (AskZiggie), and food barcode scanning via the proprietary Processed Food Risk Scale, all grounded in data from the PREDICT clinical study program covering 300,000+ microbiome profiles.

Product overview

ZOE operates a single integrated personalised nutrition platform centred on the ZOE App & Gut Health Test subscription (now branded ZOE 2.0), augmented by a portfolio of complementary products, content, and research assets. The core membership combines an AI-powered mobile app with a stool-sample Gut Health Test to deliver personalised microbiome scoring and food advice; subscribers can layer on the Daily30 / Daily30+ whole-food supplement, the new Gut Health Bar snack, and (separately) the free ZOE Plus in-app premium tier. Surrounding the membership are the MenoScale Calculator (a free menopause symptom tool), the ZOE Science & Nutrition podcast (with over 3.5 million monthly downloads), the ZOE Health Academy content hub, the Photologging companion app, the underlying PREDICT studies and ZOE Health Study research platforms, and the Gut Health Challenge documentary. Together these form a vertically integrated stack spanning consumer product, content, and clinical research.

Differentiator

Problem solved

Functional benefit

Brands

• Daily30 (Daily30+): ZOE's first own-brand whole-food prebiotic supplement containing over 30 plants designed to support gut health, daily nutrition, and energy.
• ZOE App
• ZOE Science & Nutrition Podcast
• MenoScale
• ZOE Health Study
• PREDICT
• ZOE Health Academy
• Gut Health Bar
• Gut Health Test

Products and services

• ZOE Membership (App + Gut Health Test) ZOE's flagship subscription product combining an AI-driven personalized nutrition mobile app with an at-home stool-sample Gut Health Test kit analyzed via shotgun metagenomics. Members receive a personalized microbiome score out of 1,000, personalized food scores, a Processed Food Risk Scale for barcode scanning, and an in-app AI nutrition coach (AskZiggie). Available in two tiers: Start at $24.99/month rolling for 4 months and Core at $9.99/month rolling for 12 months.
• Daily30 / Daily30+ Prebiotic Supplement ZOE's first own-brand consumer supplement: a sprinkle-on-food powder blend of 30+ plants (fruits, vegetables, mushrooms, herbs, seeds, nuts, legumes, wholegrains, seaweed, and kombucha). Vegan and gluten-free formulation designed by ZOE gut health scientists. Sold via monthly or 4-month subscription plans. Validated by the BIOME RCT (n=349) with 98.3% compliance and a 5-point improvement in ZOE microbiome score over 6 weeks.
• MenoScale Calculator Free online 20-question menopause symptom scoring tool producing a score out of 100. Built on data from over 70,000 women in the world's largest menopause-diet study. Helps users identify symptoms, learn how food and lifestyle impact them, and track score changes over time. Licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International for non-commercial research use.
• Gut Health Bar ZOE-branded snack bar product launched on the UK storefront as a portable extension of the gut-health food portfolio. Positioned alongside the Daily30 supplement as part of ZOE's expanding own-brand food line.
• ZOE Plus (Premium In-App Subscription) Premium in-app subscription tier providing personalized scores, unlimited learning content, and an ad-free experience within the ZOE Science & Nutrition app. Priced at $99.99 per year or $15.99 per month. Billed through App Store subscriptions.
• Photologging App Free AI-powered photo-only food logging app launched in the US in August 2025. Identifies foods from user-submitted photos and estimates calories (within ~7%), carbohydrates (within ~3%), and protein (within ~1%) without manual logging. Includes ZOE's Processed Food Risk Scale and an AI nutrition coach.

Quantifiable outcome

• Up to 37% lower MenoScale scores after dietary changes
• +9 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability10 records

Feature7 records

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Viome: Viome sells at-home gut microbiome tests paired with personalised nutrition recommendations and supplements, occupying the same direct-to-consumer microbiome-personalisation category as ZOE. Both monetise a test-plus-app-plus-supplements stack targeting health-conscious consumers.
• DayTwo: DayTwo provides microbiome-based personalised nutrition with an AI platform that recommends foods to balance blood sugar, closely mirroring ZOE's PREDICT-derived blood-glucose personalisation. It serves both consumers and B2B wellness programmes, overlapping ZOE's enterprise ambitions.
• InsideTracker: InsideTracker delivers biomarker-driven personalised nutrition and longevity recommendations using blood and DNA testing. It competes with ZOE on the same evidence-based personalisation promise, though it relies on blood rather than microbiome data.
• Levels Health: Levels is a CGM-based metabolic health platform that translates continuous glucose data into personalised nutrition and lifestyle recommendations. It overlaps with ZOE's blood-sugar-response personalisation pillar, even as ZOE 2.0 removes the CGM requirement.

Broad incumbents

• Thorne: Thorne is a premium supplement and personalised wellness brand with a broad portfolio across nutrition, sleep, and performance. It is a broader incumbent that overlaps with ZOE's Daily30 supplements line and shares a science-led brand positioning.
• AG1 (Athletic Greens): AG1 is a daily foundational nutrition supplement brand with a large direct-to-consumer subscriber base. It is a broader incumbent competing with ZOE Daily30 in the daily-nutrition routine category.
• Noom: Noom is a scaled digital health platform focused on weight management and behaviour change. While not microbiome-led, it competes with ZOE for the same health-conscious consumer wallet share around food, weight, and habit change.
• Care/of: Care/of delivers personalised daily vitamin packs based on a short consumer quiz, a science-positioned D2C supplement brand. It overlaps with ZOE's premium supplement positioning, though with simpler personalisation and lower prices.
• MyFitnessPal: MyFitnessPal is the largest food-tracking app globally, offering calorie and macro logging. It competes with ZOE's free AI food-tracking features in the photologging app and overlaps on the consumer nutrition-intelligence proposition.

Emerging players

• Nourish: Nourish is a telehealth platform connecting consumers with registered dietitians for personalised nutrition counselling. It is an emerging, more clinician-led alternative to ZOE's algorithmic approach, with overlap in evidence-based personalised nutrition for chronic conditions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/join_zoe
• YouTubeyoutube.com/@joinzoe?si=1bDeMw5VCyHkXRPxsub_confirmation=1
• Facebookfacebook.com/joinzoe1
• LinkedInlinkedin.com/company/joinzoe

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds9 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ZOE