The ZOE personalized nutrition program is built on the premise that everyone's body responds to food differently. By analyzing an individual's unique gut microbiome, blood sugar, and blood fat responses, ZOE provides personalized food scores and dietary recommendations via its mobile app. However, getting these insights involves a significant financial commitment. The total price is split into two main parts: a one-time fee for the initial test kit and a recurring subscription for the app membership that provides ongoing access to results and guidance.
Initial ZOE Kit Cost
Before accessing the personalized insights, every new member must purchase the initial test kit. This is a one-time charge that covers the cost of all the at-home testing materials and their lab analysis. The pricing for this component differs by region and, in some cases, by the chosen membership plan.
US Kit Pricing
As of early 2025, the standard ZOE test kit cost in the US is $294. For customers who opt for the "Complete" membership, which includes a gut health retest, the upfront cost is higher at $474.
UK Kit Pricing
For customers in the UK, a more recent update in September 2025 indicates a significant price drop for the test kit component. The cost is now £149 when bundled with a 12-month app membership. This makes it considerably cheaper than previous offerings and the current US pricing.
Ongoing ZOE Membership Pricing
After the initial test results are delivered, users must maintain a monthly membership to access their personalized food scores, app features, and AI-powered insights. The monthly fee is dependent on the length of the subscription committed to.
US Membership Plans
- 4-Month Plan (Start): The subscription is $24.99 per month. This is a good option for those who want a shorter commitment after their initial testing. The total cost for this period would be the test kit fee plus four months of membership.
- 12-Month Plan (Core): For a longer commitment, the monthly rate drops to $9.99 per month. This offers a better long-term value for consistent users. The total cost includes the test kit fee plus 12 months of membership.
- 12-Month Plan (Complete): This plan includes a gut health retest and has the same $9.99 monthly fee but a higher upfront kit cost.
UK Membership Plans
Recent changes have simplified the UK membership structure.
- 12-Month Membership: This plan is priced at £9.99 per month. The test kit is bundled with this membership, bringing the initial cost down. The total cost over the 12 months is £149 for the kit and £119.88 for the app, totaling £268.88.
- 3-Month Membership: This shorter plan is more expensive on a monthly basis, costing £24.99 per month for a total of £74.97. It does not include the gut health test. This option is explicitly noted as less cost-effective for long-term use.
Comparison of ZOE Plans (US and UK, 2025 Pricing)
| Feature | US 'Start' (4 mo) | US 'Core' (12 mo) | UK 'Bundle' (12 mo) | UK 'App Only' (3 mo) |
|---|---|---|---|---|
| Upfront Test Kit Fee | $294 | $294 | £149 | N/A |
| Monthly Membership | $24.99 | $9.99 | £9.99 | £24.99 |
| Total Membership Cost | $99.96 | $119.88 | £119.88 | £74.97 |
| Total Cost for Period | $393.96 | $413.88 | £268.88 | £74.97 |
| Includes Gut Retest? | No | No | No | No |
What the ZOE Cost Covers
When you invest in the ZOE program, you are paying for more than just a test kit. The cost covers a comprehensive service designed to deliver personalized health insights.
- At-Home Test Kit: The physical kit includes all materials for sample collection, such as a continuous glucose monitor (CGM) patch, a finger-prick blood test, and a stool sample collection kit.
- Standardized Test Meals: The kit also includes specific muffins or cookies to be consumed on test days to measure your body's response to carbs and fats.
- Lab Analysis: Your collected samples are sent to the lab for analysis of your gut microbiome composition, as well as blood fat and blood sugar responses.
- Personalized Scores: The ZOE app provides personalized scores for thousands of foods, ranging from 0 to 100, based on your test results.
- App Features: The subscription unlocks access to the full app, which includes meal logging, food scoring, AI-powered nutrition advice, and educational content.
- Coaching: Users receive guidance from ZOE Coaches to help them understand and apply their personalized insights.
The True Value Proposition
While the upfront and monthly fees may seem steep, ZOE users are investing in a service backed by extensive scientific research from the PREDICT studies. The program aims to provide a holistic approach to improving metabolic health by focusing on dietary inflammation rather than just weight loss. Positive outcomes reported by users include increased energy, better sleep quality, improved mood, and significant health metric improvements like lower triglycerides and reduced waist circumference. For those looking for highly personalized dietary guidance beyond generic recommendations, the cost may be justified.
A Note on Alternatives
When considering the ZOE program's cost, it's worth noting that alternatives exist. Companies like Viome and InsideTracker offer competing personalized nutrition services, though their approaches and pricing structures may differ. Some users might also find that simply following general healthy eating advice, such as consuming more diverse plant foods and reducing ultra-processed foods (UPFs), can yield positive results at a much lower cost. The decision ultimately comes down to the desired level of personalization and financial commitment.
Conclusion
To determine how much the ZOE kit costs, one must account for both the initial, one-time testing fee and the ongoing monthly membership fee. The initial kit price varies by region and plan, ranging from approximately $294 in the US to a bundled £149 in the UK. Membership fees then range from $9.99 to $24.99 per month, depending on the plan and location. While the cost represents a significant investment, it provides access to a comprehensive personalized nutrition program backed by scientific research. For the most current and accurate pricing, it is always best to consult the official ZOE website.
