Health app and supplement brand Zoe suffered a near halving of its revenue, according to latest financial filings, as it slashed the price of membership in pursuit of growth.
Companies House documents show the much-publicised gut health-focused brand made losses of more than £20m for the year ending August 2025, close to double the losses it made in the previous year period.
It also cut its headcount by a further 139 people, having already massively reduced the number of staff through 2024.
At the turn of 2025, Zoe unveiled a 60% cheaper monthly fee in the UK as it sought to make membership “more affordable”. The nutrition app is now offering a £9.99 monthly membership option, which works out 60% cheaper than the previous £24.99 price point, albeit on top of a £149 upfront fee for the initial gut microbiome test. Its previous initial tests included blood tests and a continuous glucose monitor, and cost £299.99.
In the US the app – which launched there in May last year – remains free.
In addition to Zoe dropping its physical continuous glucose monitors (CGMs) and blood fat tests – instead using AI to predict these metrics in members – “these all had the impact of reducing short-term revenue in order to achieve longer-term plans” the company said.
Latest reported revenue from Zoe’s memberships fell to £17.4m in the period, down from £27.7m the previous year period. Total revenues fell to £34.1m from £66.1m.
It was also forced to write down its inventories during the year to the tune of £704,000 “relating to food product inventories which have a short shelf life”.
“This has been a transformative year for Zoe,” chief financial officer Nicole Xu told The Grocer. “We’re not just talking about gut health – we’re leading a revolution that is taking it mainstream. Zoe’s Daily30 supplement is growing at an exceptional rate because it makes gut health so easy to improve, while the launch of Zoe’s new app has enabled a breakthrough in personalised gut health.
“To date, we have sequenced over 300,000 microbiomes, keeping us firmly on track toward our goal of one million,” Xu added. “The year-on-year change in revenue reflected a one-off strategic move to make Zoe’s app substantially more affordable. As Zoe plans to expand across key areas in Europe while continuing our work in the UK and US, our mission remains clear to improve the health of millions.”
As part of this effort, Zoe in February appointed Lior Shiff as a director. Shiff is CEO and co-founder of Tripledot, the makers of mobile games including Woodoku, Solitaire, and Triple Tile. Its roster of mobile games boast some 25 million daily active users and generate nearly $2bn in annual gross revenues.
He’s also been an investor and advisor to a wide range of companies, some of which have been sold to eBay and Google and floated.
“We are thrilled to welcome Lior Shiff to the board,” Xu said. “Lior’s wealth of expertise in scaling technology businesses and his deep understanding of the tech ecosystem will be invaluable as we continue to expand globally.”
Zoe’s reported losses came before an oversubscribed crowdfund, in October last year, which raised more than £5m, smashing the company’s initial £1m target.
In September, the brand “radically redesigned” its app in a bid to broaden its appeal and “make gut health mainstream”. The new version of the subscription-based app – which had been “rebuilt from the ground up” Zoe said at the time – features AI that allows users to take a photo of any meal to “understand exactly what is in it – and its impact on your body”. The app also includes a ‘Processed Food Risk Scale’ allowing users to scan product labels and barcodes to see whether it is “high risk” for their health, and a “friendly and motivating” AI chatbot called Ziggie.
Since launching in 2022, Zoe has raised more than $118m including a £2m investment from Diary of a CEO host Steven Bartlett. In 2024, the brand launched a milk-based with M&S.
Last month, the Advertising Standards Authority upheld its decision to ban a social media ad in which the brand claimed its Daily30+ gut supplement is “just real food”: a “plant-based wholefood supplement”, with “no ultra-processed pills”. The ASA said that at least two ingredients in the product – chicory root inulin and nutritional yeast flakes – “were not whole foods and had been through more than a minimal level of processing” and “went beyond what consumers would interpret” as minimal processing.
Zoe co-founder Professor Tim Spector told The Grocer at the time the ASA’s ruling was “nothing short of disgraceful” and “a victory for pedantry over public health”.
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