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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

Company replied

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

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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

Company replied

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

Company replied

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

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Replied to 100% of negative reviews

Typically replies within 1 week

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Rated 5 out of 5 stars

Excellent customer service from Sam at Zoe!

Professor Tim Spector has done so much for the health of this country in his work during Covid with the symptom study app and now his research on microbiomes and their importance for our physical and mental health! I follow his company Zoe on YouTube and love watching him talking! I wanted to use the Zoe app but discovered it wasn't what I expected. It was easy to cancel my membership and everything was dealt with by Sam...who was brilliant and resolved the issue very quickly. Sam's customer service was excellent. Thank you Sam and keep up the good work!

February 2, 2026
Unprompted review
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Rated 3 out of 5 stars

New app feels a bit dumbed down & it’s…

New app feels a bit dumbed down & it’s difficult to find some of the functionality which was obvious in the old app. Some things are no longer there like adding recipes l cook often. Also I find the nutritional assessments a bit off in terms of macros because they are estimated from a photo

February 12, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Liz,

Thanks for being an avid ZOE member and providing this feedback. Some of your favourite features have changed or are missing, and that can be frustrating, especially when you’ve built daily habits around them.

Please know that we’re listening carefully. Your feedback, the good and the bad, is shaping what we build and improve on next.

There is a workaround for easily logging frequent meals/recipes. Also you can edit the portion sizes that are generated from the AI photo scan.

Please reach out to us via the in app chat or email [email protected] for further assistance.

We look forward to assisting you!

Best,

The ZOE Team

Rated 3 out of 5 stars

The 30+ is enjoyable. App confusing

The 30+ is enjoyable.
The app takes some getting used to.
Taking food photos is very helpful innovation.
The gut test process needs a flow chart / tick box sheet to make sure everything gets done in the right order, and you scan whatever needs to be scanned. I missed that.

February 11, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Gerard,

Thanks for taking the time to share your experience. Great idea regarding the gut test, we have something similar currently but have noted your feedback for our team to take into consideration.

That is awesome to hear you are enjoying Daily30+ and the program!

We look forward to supporting you further on your journey of improved health.

Best,

The ZOE Team

Rated 5 out of 5 stars

Very understanding

Very understanding, efficient, no pressure and no sales hype. All good.

February 10, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Rosanna,

Thank you for this feedback! At ZOE starting with our members is a top priority.

We look forward to supporting you further on your journey of improved health. If you need any further assistance, please reach back out to us.

Best,

The ZOE Team

Rated 2 out of 5 stars

Really love the science behind it, tech and customer service appalling

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 to view individual days in the past.
Worst problem is that in the last year or so the customer services interaction is appalling, as soon as you get a real person you can't seem to reply without going back to a bot which then auto shuts the conversation.Been trying to resolve a subscription issue for over 3 months now. It's such a shame as the Zoe principle is brilliant in itself but the tech is letting it down

February 10, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Julia,

Thank you for taking the time to provide this feedback. We apologize for the difficulty you've experienced in getting answers to your billing questions.

We have requested additional information. Please respond to our request, and our support team will contact you directly to address your concerns.

Best,

The ZOE Team

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Rated 5 out of 5 stars

I received a personal email response to…

I received a personal email response to my questions.

February 5, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Nancy,

Thank you for taking the time to provide feedback. Our customer support team will continue to be available should you require any further assistance.

In the meantime, we hope you have a great week.

Best,

The ZOE Team

Rated 5 out of 5 stars

The team was courteous and responded in…

The team was courteous and responded in a timely manner.

February 5, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Wuaren,

Thank you for this feedback. We are glad you've had such an efficient and positive experience with our support team.

If you require any further assistance, please let us know.

Best,

The ZOE Team

Rated 5 out of 5 stars

I’ve been a Zoe member for several…

I’ve been a Zoe member for several years and it’s made a huge difference to the way I think about food. I know so much more about nutrition and how it affects my health. I feel I’m giving myself the best chance of a healthier future by following the advice on the podcasts and programme.

February 9, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Stephanie,

Thank you for being an avid ZOE member and taking the time to provide this feedback. We are pleased to support you on a personal journey of improved help.

If you require any additional assistance, please reach out to us via the in-app chat or email.

Have a great week!

Best,

The ZOE Team

Rated 5 out of 5 stars

I AM REALLY ENCOURAGED BY THE APP TO…

I AM REALLY ENCOURAGED BY THE APP TO EAT MINDFULLY. THE INTERACTIVE APPROACH IS VERY HELPFUL IN KEEPING TO MY GOALS TO EAT HEALTHILY.

February 6, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Henrietta,

Thank you for this lovely feedback. At ZOE, we strive to improve the health of millions, and it is rewarding to hear the impact we've had on you. Please know we are here supporting your journey, and should you need us, don't hesitate to reach out.

If you require any additional guidance or assistance, please let me know.

Best,

The ZOE Team

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Rated 3 out of 5 stars

Im elderly and bad with IT

Im elderly and bad with IT. My carer is helping me try to work the app to track what I eat. I can already feel the difference as my IBSC has improved as Im nearly through the first month on the plant supplement..

February 6, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Jane,

Thank you for taking the time to leave this review. It truly inspires us to hear stories like yours. If you have any questions regarding Daily30+, food logging. etc. Please reach back out to us.

We look forward to assisting you further.

Many thanks,

The ZOE Team

Rated 1 out of 5 stars

Absolute waste of time and money!!!

Absolute waste of time and money!!!
You are essentially paying to give them your data, they give you nothing useful in return for an expensive £268 a year!
I signed up for the new app and used it for 2 months, I eat healthily but wanted more personalised information on how foods affect my body as I clearly have issues with at least wheat. Articles I read about the first version of the app all detailed how you got personalised information on over 400 foods, what you should eat and what you should avoid everything had a score, their podcasts frequently mentions this and how it changes lives. This is what I expected and this is why I signed up and decided to invest in my health.
The test arrival time, together with waiting for the results took a long time, it's longer than the cancellation date of only 14 days, probably deliberate! Then the results advised me to eat 10 things I already eat daily and 15 things not to eat which I never do, so completely pointless! I tried to ask for more information about other foods not mentioned, and was eventually told I can't have it and it doesn't work like that (lots of email replies form bots only).
If you are interested in your microbiome, they give all the bugs stupid patronising human names like 'Richard' as if you are a child, so if you do want to look into something it is frustrating and made more difficult.
Unless you have no clue how to eat this is just a massive, pointless rip-off and I am gutted I literally throw away so much money for nothing.
I have tried to contact them to get a refund for the 10 months I will not be using, but again just get bot replies.
I have cancelled my daily 30+ subscription as a result and will never listen to one of their podcasts again after this experience.
I do not think they care about their customers health at all, they just want to take your money!

November 17, 2025
Unprompted review
ZOE logo

Reply from ZOE

Hi Sarah,

Thank you for taking the time to share your experience. We understand your frustrations regarding your results, program, and membership billing. We use your sample, shared dietary and health information with those who have participated in our study to determine your results.

During the checkout process, we specify the membership terms, expected analysis from your testing, and timeframes.

Please do reach back out to us and request a "human agent" for our team to provide additional guidance on this.

Best,

The ZOE Team

Rated 5 out of 5 stars

Very quick replies to my query on…

Very quick replies to my query on canceling my subscription and getting a full refund

February 5, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Mark,

We hope all is well. Thanks for this feedback. As we strive to improve the user experience, this is truly rewarding.

If you require any additional assistance, please let us know.

Best,

The ZOE Team

Rated 4 out of 5 stars

Zoe Science & Nutrition: Programme and Support

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 general the Zoe experience does require some commitment in terms of time and willingness to change and persist too. Not an easy ride but one well worth the effort 🌟 🌟 🌟 🌟

February 5, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hello,

Thank you very much for this honest feedback. While our AI assistant FIN enhances our customer service capabilities by being available 24/7, our dedicated support team remains readily available to address complex issues, provide personalised assistance, and offer the human touch when needed. FIN and our support team work in tandem to ensure you receive the best possible service experience, combining the efficiency of AI with the empathy and expertise of our staff.

If you require any additional assistance, please do reach back out to us.

Thanks,

The ZOE Team

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Rated 5 out of 5 stars

I listened to the podcast for a long…

I listened to the podcast for a long time and took the leap with the gut health test and app last month, and the insights about what I’m eating are fantastic! I feel like I’ve easily transformed my diet in a matter of weeks and feel so much better for it!

January 12, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Fionuala,

Thank you for being a podcast listener and recent ZOE member. Your feedback is truly appreciated, as it is a testament to our mission to improve the health of millions.

Please do reach out if you require further guidance.

Best,

The ZOE Team

Rated 5 out of 5 stars

All replies were fast and helpful

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 steps easily and again a follow-up which is reassuring in addition to being helpful. All was much easier than I expected.

February 5, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Denise,

Thank you for being a ZOE member and taking the time to leave this review. As we strive to constantly improve the user experience, your honest feedback is greatly appreciated.

If you require any additional guidance, please reach back out to us.

Best,

The ZOE Team

Rated 3 out of 5 stars

When Zoe doesn’t work. Zoe promotions give the impression that…

[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’t access messages in the app or any info in my account as I didn’t renew my membership because I could get help back in December.

Zoe promotions give the impression that there’s a dialogue between users and the Zoe team which is not the case. Particularly if it doesn’t go well. I don’t eat UPF but was seduced by the idea of personalised nutrition to encourage a healthier biome. After a year closely following the Zoe diet my final biome retest was WORSE and even my cholesterol had increased. A month later I’ve still had NO RESPONSE at all to my request for support/ discussion. Isn’t it surprising that Zoe aren’t interested in exploring why the diet doesn’t work for some people?

January 1, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Julia,

Thank you for taking the time to share this, and for outlining what you have experienced. We understand how concerning it is to see results move in the wrong direction and then not receive a response when you have asked for support and a discussion.

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 1 out of 5 stars

Be Warned

Be Warned. Aggressive and immoral practice regarding unwanted renewal: it started again without me using the app for a year, and I was unaware that they would start a new £9.99 monthly subscription. This is sharp practice, and I am astonished that an eminent doctor would put his name to this kind of behaviour. Deeply disappointed.

September 30, 2025
Unprompted review
ZOE logo

Reply from ZOE

Hi Jeremy,

Thank you for sharing this feedback. Subscription renewals can be easy to miss, and we want to look into what happened with your account and billing.

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

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Rated 4 out of 5 stars

Really helpful and friendly agent Emily…

Really helpful and friendly agent Emily sorted my issues when signing up and causing confusion with different email address and payment cards

February 4, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Jenny,

Thank you for sharing this. We’re really pleased to hear Emily was helpful and got everything sorted for you, especially with the confusion around email addresses and payment cards.

Kind Regards, ZOE Support Team

Rated 1 out of 5 stars

They just take your money

Zoe keep taking money even though I cancelled my subscription (had to pay the full twelve months)!they are impossible to contact for any meaningful support. It’s all a gimmick - don’t waste your money.

February 3, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Karen,

Thank you for taking the time to share this. We’d like to look into your subscription and any cancellation details so we can understand what happened and help if possible.

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 3 out of 5 stars

Hmmmm....

Plant food is nice to eat but have no idea if it's doing anything yet.
Received the test kit last week but with no instructions. Eventually, with help from a grandchild, I realised I had to scan barcode but it wont scan so am no further on.

February 3, 2026
Unprompted review
ZOE logo

Reply from ZOE

Hi Sarah,

Thank you for sharing this. We’re glad you are enjoying the plant foods, and we want to help you get started with the test kit and understand why the barcode is not scanning.

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

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