M&S Launch World First Collab With Zoe

How exciting is this! You can now buy a ZOE 'Gut Shot' at M&S. I tried it and liked it! It's a zingy little shot, a tad tart if you're not used to kefir, which forms its base, laden with fruity goodness to help your gut thrive.

As consumer awareness about gut health grows, M&S Food today announces a collaboration with nutrition-science company ZOE. Through M&S’ expertise in product development, quality and innovation, the retailer has been able to bring ZOE’s groundbreaking science to millions of M&S customers through the launch of the M&S Food x ZOE Gut Shot.

This unique expertise is why ZOE has chosen M&S as its first retail collaboration.

Customers are becoming more aware of the gut’s role in overall health and are seeking products that support better digestive function. Searches for ‘gut health’ are up 247% on Ocado.com since 2021 and gut health was named as a top food trend by Kantar in 2023. Our own proprietary insight, Family Matters Index, shows that in 2024, half of consumers are planning to eat more healthily, with a quarter saying they plan to focus on eating a balance of different foods.

The M&S Food x ZOE Gut Shot, which launched in stores last week, is packed with over 5 billion live cultures from 14 strains of friendly bacteria, is high in fibre and a source of calcium.

Alex Freudmann, Managing Director of M&S Food commented: “At M&S we want all of our food to be exceptional; delicious, of the highest quality, and sourced and made with care – offering customers value with values. We always ensure a healthy choice is a delicious choice, and we’re proud to be at the forefront of gut health innovation. The M&S Food x ZOE Gut Shot combines the nutrition science expertise of Zoe with the magic of M&S Food quality, innovation and product development. From the ZOE shot to our award-winning Plant Kitchen range and our newly launched High Protein range, we’re proud to be at the forefront of innovation in offering our customers healthier choices.”

Jonathan Wolf, Co-founder & CEO, ZOE commented: “At ZOE our mission is to improve the health of millions. 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.  But there’s a lot more that can be done to change the way the world understands nutrition. 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.”The ZOE x M&S Food Gut Shot is creamy yet tart milk drink with kefir and berries - and there’s no added sugar or sweetener, artificial gums or emulsifiers. Its priced at £2. A free gut health guide will be provided with every purchase.

Separately, M&S has launched a ‘Good Gut’ range with over 10 delicious products., including cereals, yoghurts and drinks.

Join ZOE Co-Founder Professor Tim Spector and M&S Senior Nutritionist Rebecca Brown at a virtual live talk on Tuesday 16th January at 12pm - 1pm on the importance of gut health and the role of the gut microbiome - as they inspire the nation to kickstart their gut health journey. Register here.