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Review summary

Based on reviews, created with AI

Reviewers had a great experience with this company. People appreciate the helpfulness and attentiveness of the staff, with special mentions to employees who assisted them in resolving issues and answering questions. Consumers find the tool kit carefully prepared, with clear instructions and excellent packaging. Many costumers highlight that the company is doing amazing work. However, some reviewers express concerns about the app, mentioning that it hasn't improved much over time. Some consumers find the new app disappointing, more focused on commercial aspects rather than research. People report difficulties in getting the app to work correctly. Others mention issues with customer service, particularly with delayed responses and difficulties in resolving subscription issues.

Based on these reviews

Rated 4 out of 5 stars

If you are comfortable with IT and a chat Bot (called Finn) in the first instance and the Zoe team response in the second instance (as required) you’d also give Zoe a 4 star for support requests. In... See more

Company replied

Rated 4 out of 5 stars

For the most part I really like Zoe. Two years ago I did their testing and was quite surprised by the results, but when I started using the app and incorporating more fats and less sugar, I felt tre... See more

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Rated 4 out of 5 stars

After just one week of using Zoe, I’m already finding it more helpful than the few food tracking apps I’ve used in the past. It supports a conscious way of eating by making fibre, balance, and overall... See more

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Rated 4 out of 5 stars

I received results of my gut health test and was horrified at how poor they were, even though I had begun a plant-based diet 2 weeks before the test. I posted a question on the Zoe app, and initially... See more

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Rated 2 out of 5 stars

Really love the science behind it, podcast is great. New app features are patronising the bean icon is an annoying distraction. The fasting time was useful in the previous app. It's also not possible... See more

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Rated 5 out of 5 stars

All replies were fast and helpful. There was always a follow-up too which can be incredibly helpful. Dani was first rate. Everything was explained in a very constructive way. I was able to navigate... See more

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Rated 5 out of 5 stars

Every aspect of the Zoe Tool Kit has been very carefully prepared and thought out. Excellent packaging and clear precise instructions both in explanatory leaflets and also in the Zoe app. When thing... See more

Rated 5 out of 5 stars

I signed up for the full testing kit in August. The results confirmed what I had already suspected - that my body doesn’t deal well with sugar. The Zoe App has given me a wealth of helpful advice bac... See more

Rated 3 out of 5 stars

[Update 12 Feb] Still no response 8 weeks after my request for help. Zoe team asked for more information here which I provided but not heard anything more. ZoeTeam. You have my email address. I can... See more

Company replied

Rated 5 out of 5 stars

I've been on Zoe for nearly 8 weeks, I've lost 10lb and got most of my pre menopause energy back. After paying for the tests, it's cheaper than WW or Slimming World, although bearing in mind it's not... See more

Rated 5 out of 5 stars

Love this app. The updates are making it more useful with some good features eg asking ziggie for recipe ideas and then being able to add them to your own recipe list. Also love the ask ziggie feature... See more

Company replied

Rated 5 out of 5 stars

Zoe tested my gut biome and recommended the foods as a result of those tests. I still eat those recommended foods daily which include a large variety of vegetables plus fish, chicken and occasionally... See more

Company replied

Rated 5 out of 5 stars

Using the Zoe app is really amazing, I log each meal and the app tells me exactly the nutritional values of my meal. It also tells me how I can improve it to make better choices to strengthen my gut... See more

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Rated 5 out of 5 stars

ZOE is THE BEST for anyone looking to improve overall health. Not only can you do the at-home testing to receive personalized food scores, but it is non-restrictive, teaching the general public how to... See more

Company replied

Rated 5 out of 5 stars

After learning and understanding that genetically I was less able to process sugar my sharp dips in blood glucose made complete sense. Since I started with Zoe, I have started to include a lot more ve... See more

Rated 5 out of 5 stars

I joined ZOE after a type 2 diabetes diagnosis, wanting to manage it without medication. The programme helped me understand my body and eat smarter - I’m now no longer diabetic! When I moved to Europ... See more

Company replied

Rated 5 out of 5 stars

To fin, Emily, Sam, James, any other staff who’ve reached out: I appreciate that my brain does not process things in a straightforward manner. A little communication, restating, helps calm the stress/... See more

Rated 1 out of 5 stars

Potentially really helpful app and advice, sadly poor customer service, still no response after replying to their request for more info weeks ago. They have sadly maybe become too big and profiteering... See more

Company replied

Rated 5 out of 5 stars

ZOE is a fabulous way to keep on track with regard to eating well, to balancing your meals and eating foods that work for you: I’ve been a member since 2020 and I love it. They keep adding extra featu... See more

Company replied

Rated 2 out of 5 stars

So far, and it’s early days, I would say that the app is poor value for money. It lacks some basic features that would make it easy to log routine food and drink choices with the result that accurate... See more

Company replied

Rated 1 out of 5 stars

I have been trying to contact the Zoe customer service team for a week, with no luck. I'm trying to reset my password so that I can cancel my subscription for the seed mix. I'm not receiving a reset... See more

Company replied

Rated 1 out of 5 stars

I'm a big supporter of ZOE also a small shareholder. However, I have just tried to get my gut microbiome results back - cost about £200. Also an update of my first test done in 2024. I am having majo... See more

Company replied

Rated 2 out of 5 stars

Very restrictive, Very expensive. And I feel, very profit orientated. Professor Tim is a professor of epidemiology (how disease affects populations) and not nutritional health. And I feel he is... See more

Company replied

Rated 1 out of 5 stars

I've paid over 300GBP to learn nothing new. It's simply a very very pricey food journal. Seems like the glucose test I paid for was now scrapped as not helpful at all. And the gut test is, as per... See more

Company replied

Rated 1 out of 5 stars

The new app is a real disappointment. Actionable data has been replaced with a gamified, dumbed-down quest to earn ‘beans’ and spend ‘avocados’. Even more frustratingly, the app no longer enables you... See more

Company replied

Rated 3 out of 5 stars

I had a few issues in the app whereby the AI function wasn’t finding goods all of a sudden and various buttons and boxes had disappeared. As a result, the message conversation with support also disapp... See more

Company replied

Rated 1 out of 5 stars

I had seen some negative reviews from social media, especially when it comes to cancelling to avoid the auto renew. However, I didn’t think they could all be true, could they? Like previous reviews... See more

Company replied

Rated 2 out of 5 stars

What a shame I loved the old app and feel there is nothing out there now to keep me on track with my food intake. The new app feels far too detached and ai controlled and not personified anymore plus... See more

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Rated 1 out of 5 stars

Very disappointing service. Chat bots galore. Very few humans. Unfortunately a family bereavement was a terrible start to our 12 months. No option given to put the account on pause. Asked to speak to... See more

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Rated 1 out of 5 stars

Really unimpressed with Zoe, their app has always been a bit flaky, but just about manageable. But as things are tight we decided to cancel my husbands membership as he wasnt using it and keep mine. H... See more

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Rated 3 out of 5 stars

So much promise, too little function. I joined the ZOE program having watched the benefits my wife found with it. However she has the previous App and that is so much more functional than the new o... See more

Company replied

Rated 3 out of 5 stars

Most of the information from the AI assistant was good but it seemed so keen to please that it wouldn’t definitively say “no - your recipes won’t be available straight away”. So we went round the bloc... See more

Company replied

Rated 4 out of 5 stars

Zoe is a global leader and well worth investing in if feasible. The tests are superb and the guidance very credible. However there are a few inconsistencies that would need clearing for 5 stars.... See more

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Rated 1 out of 5 stars

We use zoe for the recipes and they have taken off their recipes since the upgrade of their app. Since it is 2 of us £20 a month for nothing is egregious. We don’t find the food diary useful for monit... See more

Company replied

Rated 4 out of 5 stars

This has been an extremely interesting insight into my health and nutritional choices. I did pay an awful lot (£479 + 12mths £9.99 subscription), this does include a gut microbiome retest. Whilst I... See more

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Rated 3 out of 5 stars

I was an early member and thought it was great, made a big positive difference to my diet and health. I rejoined to get another gut check, but the App is disappointing! It’s been gamified with irritat... See more

Company replied

Rated 5 out of 5 stars

Would highly recommend this to everyone. Amazing analysis of good and bad bacteria and how our blood sugars react to food. Had such an amazing journey with Zoe from Covid research to this. Recently di... See more

Rated 1 out of 5 stars

Awful customer service, no phone number, don't answer messages on app, been trying to cancel my membership but they are just ignoring me. No typical chat with an agent, messages aren't looked at for... See more

Company replied

Rated 5 out of 5 stars

There was a bit recently where we just had to trust the science, like believing in fairies or manifesting a boyfriend from the universe. ZOE puts proper real science to nutrition and explains simply w... See more

Rated 5 out of 5 stars

Hugely impressed with Zoe, and the new App. It is really helping me make healthier eating choices and gives me excellent nutrition feedback that is unique to my body. I am already noticing changes i... See more

Company replied

Rated 5 out of 5 stars

So far, so good. Just starting Zoe. Test kit arrived within stated time period. Doing the tests today was fine and straightforward. Setting up yesterday I had some issues with linking the Libre app r... See more

Rated 5 out of 5 stars

Best thing I ever did - totally changed my thinking around food. I loved the prompts in the first edition as it kept me focussed. As you complete this, the interactive activities reduce which means yo... See more

Company replied


Company details

  1. Fitness and Nutrition Service
  2. Nutritionist
  3. Weight Loss Service
  4. Wellness Program

Written by the company

ZOE is a nutrition science company leading the gut health revolution, helping people to feel better now and be on track to live many more healthy years. Powered by the world’s largest nutrition study, ZOE uses cutting-edge research and personalised tools to put the gut microbiome at the centre of long-lasting health.


Contact info

4.0

Great

TrustScore 4 out of 5

13K reviews

5-star
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Replied to 100% of negative reviews

Typically replies within 1 week

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Rated 2 out of 5 stars

What a shame I loved the old app and…

What a shame I loved the old app and feel there is nothing out there now to keep me on track with my food intake. The new app feels far too detached and ai controlled and not personified anymore plus to be honest a bit childish with the yellow monster. I am sorry to see the old one go

January 2, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi,

Thank you for sharing this. We’re sorry to hear the new app experience has not worked for you, especially if the previous version helped you stay on track. Your feedback about it feeling less personal, more AI-led, and the tone and design choices is helpful, and we will pass it on to the team.

Kind Regards, ZOE Support Team

Rated 3 out of 5 stars

Gut health retest result confusing

3 years after my original gut health test, I had a retest. In the period between the tests I stuck diligently to the healthier way of eating and saw welcome improvements in digestion, elimination, skin, joints and sleep. Blood tests by my GP confirmed that my health had improved. I was, therefore, very surprised to get my latest gut health test results and learn that my gut score had fallen. Zoe tells us that if we follow Zoe advice we can improve our gut health score by an average of 77 points in 4 months; my gut score fell by 25 points. While I appreciate that the increase of 77 is an average, my test result seems counterintuitive. In addition, I was given a list of 20 gut boosters, but I eat the majority of these foods every day anyway and the balance several times a week. I messaged Fin for advice and it gave me a list of non-diet reasons why my gut health score might have fallen (insufficient exercise, poor sleep, stress, antibiotics, etc). These were familiar to me from listening to Jonathan Wolf's excellent podcasts, but didn't seem applicable to me. Fin also suggested that some non-lifestyle related factors might explain the result. Maybe, but these were not things I could do anything about. The gut health retest has not been helpful for me. I intend to stick with the Zoe way of eating because I enjoy it and I feel so much better eating this way, but I won't have another gut health retest later this year.

February 1, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Alison,

Thank you for taking the time to share such a detailed update. It’s great to hear you’ve felt clear improvements in your day-to-day health and that your GP blood tests have reflected that, and we understand why a lower gut score on your retest would feel surprising and unhelpful given the changes you have made.

We have requested additional information. Please respond to our request here. Our customer support team will then reach out to see if we may provide any assistance.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

At last a knowledgeable & sensible way of eating

Extremely informative in a clear way. Easy to follow and very interesting. A very new and well researched approach. Lots of helpful videos and a well designed and easy to use app.

February 1, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Liz,

Thank you for sharing this feedback. We’re really pleased you’ve found the programme clear, interesting, and easy to follow, and that the videos and app experience have been helpful.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Altering the delivery date of my Daily 30

I had a query about to alter the delivery date of my Daily 30. A response came back quite quickly giving me instructions which enabled me to resolve the problem and re- arrange my delivery date

January 29, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Maureen,

Thank you for sharing this. We’re pleased you received a quick response and that the instructions helped you change your Daily30+ delivery date successfully.

Kind Regards, ZOE Support Team

Rated 2 out of 5 stars

So far not impressed ☹️

So far, and it’s early days, I would say that the app is poor value for money. It lacks some basic features that would make it easy to log routine food and drink choices with the result that accurate logging is very time consuming. It’s “AI?” attempts at food recognition are sometimes hilariously bad making it useless. The supposed idea that you can just log your food by taking photos is too crude to be helpful. e.g. It’s supposed to know that I’m gluten free but fails to filter gluten out of the choices it makes - not impressed. Supposed to be led by science, but seems vegan biased without recognising certain vitamin deficiencies such as diet creates. Anyway, I will stick with it for now and wait to see what the lab thinks of my microbiome.

February 1, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Roy,

Thank you for taking the time to share this detailed feedback. We’re sorry to hear the logging experience has felt time consuming, and that the photo-based food recognition and gluten-free filtering have not been reliable for you. We will share your comments with the team, including your concerns about value for money and the areas where the experience feels too crude or inconsistent.

Kind Regards, ZOE Support Team

Rated 4 out of 5 stars

I love the app

I love the app. Would like to be able to log a meal and have suggestions for improvement like it used to. Or the ability to input what food I have in my house and the app to suggest combinations or recipes that work for me with those ingredients. But it’s made a big difference to my energy levels and sleep.

February 1, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Kay,

Thank you for sharing this. We’re really glad to hear the app has made a big difference to your energy levels and sleep. We’ll share your feedback about bringing back meal logging suggestions, and the option to enter what you have at home to get tailored recipe or meal combination ideas.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Human contact and kindness

Very fast and considerate response to my query, and most importantly, a HUMAN one!

January 30, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi,

Thank you for sharing this feedback. We’re really pleased you received a fast, considerate response and that it felt personal and helpful.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Mislabeled food fixed

I found an issue with Zoe where a food was mislabeled and the assistant referred it to the people at Zoe who can make the change.

January 22, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Marsha,

Thank you for sharing this. We’re glad the issue was flagged and passed to the right team so the food label can be corrected.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

I was having an issue with the app

I had an issue with the app being unable to save my recipes so I contacted Zoe to see what was going on. They helped me sort the problem out. I can now save and share recipes again with my husband. So pleased and thank you for your help. Appreciated.

January 30, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Debs,

Thank you for sharing this. We’re really pleased we could help get the recipe saving issue resolved, and that you can now save and share recipes again.

Kind Regards, ZOE Support Team

Rated 2 out of 5 stars

The instructions I was given to order a…

The instructions I was given to order a retest kit let to a page with no way to order. Just a horizontal menu, with the Zoe Test listed first - but doesn’t go anywhere. Other than tracking food, I find the app not very user friendly.

January 29, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Susie,

Thank you for sharing this. We’d like to look into the retest kit ordering link you were sent and why the page did not allow you to place an order, and we will also share your feedback about the app experience beyond food tracking.

We have requested additional information. Please respond to our request here. Our customer support team will then reach out to see if we may provide any assistance.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Zsofia is a great problem solver!

Zsofia got to the bottom of the issue I had, she went above and beyond where a chat bot would have failed. Good communication and good outcome.

January 28, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Diana,

Thank you for sharing this. We’re really pleased Zsofia was able to get to the bottom of the issue and provide such strong support, and we appreciate your comments about the communication and outcome.

Kind Regards, ZOE Support Team

Rated 4 out of 5 stars

Team answering queries excellent

Team answering queries excellent. A little frustration from FAQs over the weekend not finding an answer. Having completed Health questionnaire three times and still showing overdue learnt now not required. I never found anything over weekend saying such.

January 27, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi,

Thank you for sharing this feedback. We’re glad to hear the team has been helpful, and we’re sorry for the frustration caused by the FAQs over the weekend and the health questionnaire showing as overdue after you completed it. We’ll share your comments so the guidance is clearer and the experience is more consistent.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Very useful and educative experience

Very useful and educative experience. Very easy to follow the guidelines. Thank you Zoe for that experience.

September 1, 2025
Unprompted review
ZOE logo

Reply from ZOE

Hi Ehle,

Thank you for sharing this feedback. We’re really pleased you’ve found the experience useful, educational, and easy to follow.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Professional

Professional, friendly and helpful

January 26, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Derek,

Thank you for sharing this feedback. We’re really pleased you found the support professional, friendly, and helpful.

Kind Regards, ZOE Support Team

Rated 1 out of 5 stars

Unable to contact the Customer Service Team

I have been trying to contact the Zoe customer service team for a week, with no luck. I'm trying to reset my password so that I can cancel my subscription for the seed mix. I'm not receiving a reset link despite repeated attempts (and yes, I have checked my spam folder). All I have received so far is an automated email, 4 days ago, apologising for their delayed response. I'm really questioning whether or not I want to continue with their programme - it seems to be all about making money, with little or no customer support.

January 29, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Jayno

Thank you for sharing this. We want to help you regain access to your account so you can manage your Daily30+ subscription, and to understand why the password reset link is not coming through.

We have requested additional information. Please respond to our request here. Our customer support team will then reach out to see if we may provide any assistance.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

I’ve long been a fan of Zoe

I’ve long been a fan of Zoe, since COVID days!!
I like the emphasis on science behind their diet and nutrition advice but am less keen on the (primarily) trans-Atlantic emphsis on the commercial aspects!!
Sometimes it’s not that easy to access all the information unless you subscribe to everything…

January 29, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi David,

Thank you for sharing this, and for supporting ZOE since the early days. We’re glad you value the science behind the nutrition guidance, and we appreciate the feedback about the commercial emphasis and it being difficult to find all the information without subscribing to everything. We will share this with the team.

Kind Regards, ZOE Support Team

Rated 1 out of 5 stars

Really unimpressed with Zoe

Really unimpressed with Zoe, their app has always been a bit flaky, but just about manageable. But as things are tight we decided to cancel my husbands membership as he wasnt using it and keep mine. He tried to cancel it twice at the end of last year but they keep taking the money and say the cancellation of the membership will be August and they will keep taking the money till then despite the fact we can't afford it because I cant work. Memberhip was charged yearly, then changed without warning to monthly, so you could reasonably expect that to mean membership was now on a rolling monthly basis,apparently not. Really shady practice!

January 28, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Jeanette,

Thank you for sharing this, and for explaining the impact this is having. We want to look into the cancellation attempts, the billing schedule change, and what options are available on the account.

We have requested additional information. Please respond to our request here. Our customer support team will then reach out to see if we may provide any assistance.

Kind Regards, ZOE Support Team

Rated 5 out of 5 stars

Great customer service

Great customer service, agent was knowledgeable and helpful.

January 27, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi,

Thank you for sharing this feedback. We’re really pleased you received great customer service and that the agent was knowledgeable and helpful.

Kind Regards, ZOE Support Team

Rated 1 out of 5 stars

I didn’t receive what I ordered

I didn’t receive what I ordered. If@ if I get a refund, I have to go through all the hassle.
Don’t bother to buy anything unless you have the time and energy to get a refund!!!

January 14, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hello,

Thank you for taking the time to provide this feedback. We have requested additional information. Please respond, and our support team will then contact you to resolve this error.

Please know we take matters like this very seriously and look forward to assisting you.

Many thanks,

ZOE Team

Rated 1 out of 5 stars

Do not waste money on this App.

I hate wasting money so I have really tried with this app but I am afraid that it serves to me no purpose whatsoever.
I have been a fan of Zoe from the start. I must have listened to every podcast and I have read all Tim's books. Their advice has changed my life.
So it was with enthusiasm that I signed up to become a member.
I found the test results interesting but that's as far as it goes.
There are no instructions about how and why to use the app so you have to work it out yourself. Even if you ask one of the bots for instructions you just get some unhelpful suggestions about what you might want to do.
The idea is that you log all meals and Zoe will tell you whether they are good or bad for you. However the AI scanner doesn't work - it rarely identifies food correctly.
Because I eat food from scratch and I have as many plants as possible it means that you have to input each ingredient separately and my breakfast took me 20 minutes. And then you would have to do the same thing over again the next day. Blimey, I'm retired and I don't have the time or the will. If I worked it would be even more impossible.
I asked it to analyse my beetroot drink and it said that it was bad for me which is very odd. No explanation given and the bot said it had no access to my personal data to explain why this is the case.
When the AI bot analyses the food it says that it is eating mindfully. What???
Then there is the puerile gamification. You earn beans every single time you input something. Even if you input candyfloss and doughnuts washed down with Coca Cola.
I have no idea why you would want to earn beans. There is no explanation for this. When I asked the bot it said it was to level up Ziggie. What has that to do with healthy eating?
The chat bots are useless. Ziggie in particular can help with very little. I asked for a recipe and it suggested something with specific Waitrose ingredients - I don't have a Waitrose within 30 miles!
Then you can't save that recipe or indeed any chat with Ziggie.
For some reason there is a second chat bot called Fin. Fin might get you to a human. Oh joy you might get a decent answer. But if you reply to that you are back to Fin and then you get a message telling you that the conversation is closed.
My advice is that unless you are really struggling with eating healthily then give this a wide berth. Do not waste your money as I have. I deeply regret the expense which I can ill afford.
Instead listen to the podcasts. Jonathan is so good on that. Buy Tim's books and Dr. B's books. They are really informative. But DO NOT GET THE APP.
When I last filed a review the bot response said that it had asked for more info. I gave that info and never heard back so beware of answers which look like they are trying to help - they are not.

January 27, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Ali,

Thank you for being an avid member and taking the time to share. Once results are received, we encourage using the insights report and personalized food scores to improve your daily eating habits and diet by understanding which foods boost or suppress your gut microbiome.

We recognize there are challenges to the current version of the 2.0 app and are working diligently to improve the app. Thanks to members like you, we are able to better understand areas of improvement.

Please reach out to us and request a "human agent"; one of our support members would then be able to guide you on saving a common meal for easy logging in the future.

Best,

The ZOE Team

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