A Safety Scandal Leads to a Major Recall
In December 2024, the Food Standards Agency (FSA) issued an urgent product recall for ZOE's Daily 30+ supplement, sold exclusively in the UK by Waitrose. This action was taken after the discovery of small stones and pieces of metal in the product, making it unsafe for consumption. ZOE issued a voluntary recall and instructed customers not to eat the product, offering refunds or replacements. Investigations revealed significant shortcomings in the production process, including insufficient metal detection and final product screening.
The safety breach was a significant blow to the brand, which had heavily promoted the product as a science-backed, high-quality supplement. The incident severely damaged consumer trust, particularly after the company stated the issue was discovered at a "critical control point" in their supply chain. For a brand built on trust and scientific rigor, this failure in basic quality control was particularly damaging.
Banned Advertisements and Misleading Claims
Just months after the recall, in May 2025, ZOE faced further controversy when the Advertising Standards Authority (ASA) banned an ad for the Daily 30+ supplement. The issue centered on the company's claim that the product was not ultra-processed. A complaint was filed, arguing that certain ingredients, including chicory root inulin and nutritional yeast flakes, had undergone more than minimal processing and were therefore considered ultra-processed foods (UPFs).
This ruling was particularly embarrassing for ZOE, as its co-founder, Professor Tim Spector, is a vocal critic of UPFs. The ASA sided with the complainant, ruling that the ad was misleading and contradicted ZOE's own published criteria for defining UPFs. While ZOE refuted the ruling and intended to appeal, the damage was done. The dual blows of a product recall and a high-profile advertising ban effectively sealed the fate of the ZOE 30+ supplement.
The Aftermath: From Product to Platform
Following the recall and ASA ruling, ZOE pivoted its strategy. The standalone Daily 30+ supplement is no longer available for purchase. Instead, the company has focused on its core personalized nutrition app, launching a major overhaul, ZOE 2.0, in October 2025. This shift emphasizes AI-driven personalization, the removal of certain test elements, and a focus on accessibility.
| Comparison of ZOE 30+ Supplement vs. ZOE 2.0 App | Feature | ZOE Daily 30+ Supplement | ZOE 2.0 App |
|---|---|---|---|
| Primary Offering | A wholefood powder to be sprinkled on food | A personalized nutrition platform | |
| Key Features | High in fiber, contains 30+ plants, vitamins, minerals, and Omega-3 | AI-powered photologging, Processed Food Risk Scale, optional Gut Health Test | |
| Monitoring | No personal biometric monitoring included | Uses AI to predict blood fat and glucose responses (without CGM) | |
| Safety Incidents | Recalled due to metal and stone contamination | No reported safety recalls associated with the platform itself | |
| Regulatory Issues | Ad banned by ASA for misleading UPF claims | Focus on platform advice rather than supplement claims | |
| Accessibility | Limited availability via retail partners | Widely available via app download, with a lower price point |
The Evolution of the ZOE Brand
What happened to ZOE 30+ is ultimately a story of corporate evolution driven by major missteps. The recall and advertising issues forced the company to re-evaluate its product offerings and double down on its core mission: personalized nutrition via a digital platform. The new ZOE 2.0 app is designed to learn from these past failures, prioritizing digital insights over physical products that proved to be a liability.
This strategic change also reflects ZOE's desire to become more accessible. By removing the need for a continuous glucose monitor (CGM) in its basic offering, ZOE has lowered the price and wait time for users to begin their journey. This shifts the focus from a status symbol-esque testing kit to a more scalable, software-based solution. The company still offers an optional Gut Health Test for those who want deeper microbiome insights, but the core experience is now digital-first.
In conclusion, the ZOE Daily 30+ supplement was a short-lived venture plagued by severe safety lapses and questionable marketing practices. Its disappearance was not a silent discontinuation but the direct result of a high-profile product recall and an embarrassing advertising ban. ZOE has since moved on, refocusing its efforts entirely on its personalized nutrition app, ZOE 2.0, to rebuild consumer trust and expand its market reach.
Outbound Link: To learn more about the official recall notice, you can view the FSA's report here.
