Zoe enters functional snacking with a gut-health bar

Zoe, the gut-health app and nutrition brand, has launched The Gut Health Bar, its first move into the snacking category.

Sold exclusively through Zoe's UK website, the bar comes in Dark Chocolate & Sea Salt and Raspberry & Goji Berry, and the company positions it as "the opposite of UPF snack bars" — high in dietary fibre and plant protein, low in sugar, vegan, and free from preservatives, artificial sweeteners, and emulsifiers.

What's in it

Developed by Zoe's nutrition scientists, the bar contains more than 10 plant-based ingredients, including almonds, cashews, edamame, red lentils, flaxseeds, pumpkin seeds, seaweed, and kombucha.

Rather than leading on protein or calorie reduction, the formulation emphasises fibre, plant diversity, and food structure. It keeps visible whole nuts, seeds, and plant pieces intact to preserve the natural food matrix. It offers a chewy texture designed to slow eating speed and promote satiety, which Zoe links to lower overall energy intake.

Zoe-commissioned research found 95% of UK adults snack regularly — snacks make up roughly a quarter of daily calories — yet only 28% consider their habits healthy, and bars are now the UK's most popular snack format.

"The snacking category has historically prioritised convenience over nutritional quality," said Professor Sarah Berry, Zoe's chief scientist and professor of nutritional sciences at King's College London. "Snacking itself is not the problem. The challenge is the quality of the foods people are consuming."