UK’s healthtech startup ZOE bags €13.8M to improve health across the US: Here’s how

London-based ZOE, a health and nutrition startup, has secured $15M (approximately €13.84M) in funding from Coefficient Capital, a New York-based investor in consumer businesses.

Jonathan Wolf, co-founder and CEO of ZOE, says, “Although we weren’t actively seeking investment, Coefficient Capital approached us because they believe ZOE has the potential to improve America’s health.”

“ZOE membership is already available in the US, but we are at an early stage, and this investment will support us in growing our US business. I want to thank the team at Coefficient Capital for their support and for sharing our vision.”

The investment will help ZOE to expand its impact and improve the health of millions across the United States. It will be crucial in scaling the company’s operations, enhancing services, and reaching a broader audience.

What is ZOE trying to solve?

Co-founder Wolf mentions in a LinkedIn post that America is facing a severe health crisis, with high rates of chronic conditions, widespread childhood obesity, and ultra-processed foods making up 60 per cent of the diet. This highlights the urgent need for science-backed, smarter food choices.

ZOE’s approach addresses this critical issue by leveraging research to provide personalised dietary guidance, aiming to reverse these alarming trends. It was founded in 2017 by Tim Spector, Jonathan Wolf and George Hadjigeorgiou.

The company’s model emphasises the importance of individualised nutrition to combat the country’s escalating health challenges. Currently, ZOE offers membership services in the US, but it is in the early stages of its American journey.

Everything you need to know about ZOE

According to TC, ZOE provides at-home testing kits to analyse blood fat, blood sugar, and gut health. It scores foods from 0 to 100, helping users make better dietary choices and suggesting food swaps for optimal health. The progress is tracked with ongoing gut microbiome tests.

ZOE coaches assist users in utilising their ZOE results and app to achieve health goals, focusing on general wellness rather than diagnosing or treating diseases. The company does not consider allergies, medical conditions, or medications and cannot offer medical advice or nutrition therapy. 

The coaches, all of whom hold degrees in nutrition science, provide personalised support, help tailor plans, and offer accountability for reaching health goals.

The ZOE programme is available to residents of the continental United States and Hawaii, but not New York due to state regulations. It is also available for early access in the UK. 

The programme has two costs: testing and membership. The test kit costs $294 or can be paid in six monthly installments of $49, covering a gut microbiome test, blood fat test, standardised test meals, an optional real-time blood sugar sensor, a gut health report, and a personalised insights report. 

Membership, which uses these insights to guide long-lasting healthy habits, offers three pricing options: $59 per month, $39 per month for four months (paid upfront), or $29 per month for twelve months (paid upfront).