New Zoe Gut Shot a 'big step forward' for gut health market

The gut health experts at Zoe have bottled their decades of nutrition research and created a “first-of-its-kind” gut shot that launched in partnership with UK retailer Marks & Spencer (M&S) in the new year, creating a healthy dose of intrigue and excitement.

The kefir based shot contains 5 billion live cultures from 14 different strains of bacteria (from the genera Bifidobacterium, Lactobacillus acidophilus, Lactobacillus bulgaricus, Lactobacillus paracasei ​and Lactobacillus rhamnosus​), mixed with fruit puree, baobab fruit pulp, chicory fibre, and fruit and vegetable extracts.

The product’s packaging boldly spotlights the link with Zoe, putting science front and centre in its communications strategy. And the strategy appears to be working as the team tells NutraIngredients that initial metrics reveal its been one of the biggest volume launches in M&S, and the product is “flying off the shelves”.

“Gut health and an optimal gut microbiome are vital for our overall health,” Tim Spector, Zoe co-founder and genetic epidemiologist at King’s College London, explained. “Increasing the fibre in our diet and introducing fermented foods such as kefir are evidence-based ways to help our gut microbes keep us happy and healthy.

“At ZOE, we are passionate about giving people simple tools to improve their gut health. Thanks to our partnership with M&S, everybody can add fermented food and fibre to their daily life in one easy gut shot.”

Commenting on the launch, Louis Bedwell, managing director at CPG and FMCG consultancy Mission Ventures, notes that the shot, priced at £2 per 150ml bottle, is significantly more expensive than other ready-made kefir drinks on the market.