As awareness of gut health rises, M&S Food said it has addressed consumer demand by partnering with nutrition science company ZOE to introduce the M&S Food x ZOE Gut Shot collaboration.

The move is the result of ZOE’s nearly decade-long microbiome research combined with M&S Food’s commitment to quality and expertise.

With reportedly 247% increased searches for ‘gut health’ on Ocado.com and Kantar naming it a top food trend in 2023, M&S recognises the importance of offering products that promote better digestive function.

The collaboration with M&S Food is ZOE’s first retail collaboration.

M&S’ commitment to healthier choices

M&S has removed monosodium glutamate, hydrogenated fats, and other unwanted additives from its products.

The retailer claims it currently boasts more than 1,800 nutritionally balanced ‘Eat Well’ products, witnessing a 6% year-over-year increase in sales volumes.

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By GlobalData

With a goal for 70% of its total food sales to come from healthier options by 2025, M&S continues its dedication to providing customers with nutritious choices without compromising on taste, quality, or convenience.

What is ZOE?

ZOE is a nutrition science company fronted by epidemiologist and medical doctor Dr Tim Spector, founded in April 2022.

The company advises on users’ diets via an app. This personalised advice is based on the results of gut health and blood fat tests and 14 days of blood sugar monitoring, which is completed at home and sent to a lab.

ZOE customers wear a blood sugar sensor to track how different foods affect their bodies.

Innovation through collaboration

M&S launched its bestselling Plant Kitchen range in 2019 and the High Protein range to cater to diverse customer needs.

Now, the M&S Food x ZOE Gut Shot partnership combines more than five billion live cultures with 14 strains of friendly bacteria, high fibre content, and calcium, ensuring a health-focused offering.

Jonathan Wolf, co-founder and CEO of ZOE, emphasised the company’s mission to improve health and expressed enthusiasm for partnering with M&S.

“We run the world’s largest microbiome and nutrition research study, with hundreds of thousands of members and bring expert-led science to the world via our free podcast, published research and social channels. […] I’m glad we’ve partnered with M&S to bring this delicious product to supermarkets across the nation, helping more people to improve their gut health.”