M&S Food breaks ground in 2024 with world-first partnership with Zoe

M&S Food has announced a collaboration with nutrition-science company Zoe in response to growing consumer awareness about gut health.

The two have combined to also launch of the M&S Food x Zoe Gut Shot.

The retailer said it is helping customers make healthier choices as they become 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. M&S said its 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.

Alex Freudmann, managing director of M&S Food noted M&S is constantly satisfying its aim to produce food of the highest quality, and sourced and made with care.

“We always ensure a healthy choice is a delicious choice, and we’re proud to be at the forefront of gut health innovation,” Freudmann added. “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 noted the brand’s mission to improve health via running the world’s largest microbiome and nutrition research study, with hundreds of thousands of members and bringing expert-led science to the world via a 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,” Wolf explained. “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 described as a 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 products, including cereals, yogurts and drinks.

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