The worst thing about Zoe is that, for many of us, it first came into view as a very worthy research platform into Covid. Having piqued our interest and admiration, it seems that Spector lost no time in monetising the goodwill to the maximum extent. I looked into the dieting plan, but instinctively looked away when I saw the price. I've never looked back. For me, he's moved himself into the same category as Michelle Mone: a Covid profiteer.
I feel exactly the same about Tom & Zoe. What started as good & promising became a soulless machine trying to bulldoze the consumer into buying more. Now you see it advertised & praised by influencers, as well as by one of the Dragon Den investors. Consumers deserve sensible advice & reasonably priced supplements, instead they get pressurised into buying more of things that won’t necessarily do them good
Yes. It’s an easier way to make money than selling and championing fresh perishable foods. Also I recommend checking out the Substack called the Vajenda where the author explains the tempting commercial side of selling supplements.
I am so disappointed - I was very interested in Tim Spector’s work.
I did not feel the need to go the glucose monitor route at such expense!
The shots and now the “sprinkles” are a move far away from healthy eating and so expensive.
You make such a good point- people will eat poor food and think it is healthy by spending so much money for “ sprinkles “ that limit the diversity of their food choices.
It must be hard to say no to the opportunity of becoming very rich!
I have a year subscription with Zoe, although I learned a lot from Zoe, followed the advice and my health improved, and had an other test for good bacteria few weeks ago. My results came back very good, however after I received my results I noticed a message popped up about Daily 30 supplement. I wasn't;sure why they are advertising it, because all the advice they give is to concentrate on natural food, not supplements. I just ignored the message and was sure, that will never buy it.
Thank you for noticing this Jeanette and pointing it out, it helped me to know that I made the correct choice not buying it.
I was so glad when I saw you wrote this piece, Jeannette. I read the same article in The Times, rolled my eyes and thought about the Zoe shot that you reviewed a while ago. I was (am?) a fan of Tim Spector's work but it is all starting to sound too much like a marketing opportunity and a way of keeping the investors happy. Nothing wrong with earning a living, of course, but there's a point when health education starts to become cashing-in and - ultimately - exploitation. How long before the launch of the Zoe breakfast cereal, Zoe Bites ("healthy TV nibbles") and Zoe Tarts ("for a toasted, tasty treat when you don't have time to cook")?
I think you've got the full measure of them Charles! Today (with some help from a friend) I tracked down the actual "gold standard RCT study" they refer to in their marketing of the sprinkle. The final version has not actually been published yet, nor peer reviewed. And it states clearly at the bottom that it is funded by Zoe itself - so not very independent research is it? Yet the slick web site and the Linkedin announcement earlier this week didn't mention any of that. I notice today they have put the abstract and the unpublished version of the paper on their website - hastily as it wasn't there yesterday alongside the layperson info. I'm quite cross about the marketing and social media of Zoe - which plays on us all thinking it's robust science, but I'm not so sure and I wouldn't recommend any of their products personally. Real good old-fashioned food you chew is what we all need to hold in high esteem and invest our time and money in.
Brava, Jeannette, for not kowtowing to Tim Spector and Zoe. I am not anti-capitalist but I am against crafting a nutritional plan for the privileged. We are in a global health crisis, with food being the basis of it. It takes courage to stand up for the cause of consuming real, whole food and I laud you, Jeannette, for your ethics and standards. I am right now upgrading to founder: we need to continue supporting you in your efforts of proselytizing consuming real, whole food!
Thank you Noel for all your support - moral and financial! I really appreciate it because it is 100% through paid subscriptions and help like this that I can devote the time that I do to researching, writing, questioning and communicating real food information here. As I said in the article, the only people’s interest this substack has here is you the paid readers. So much online nutrition advice is skewed by the hidden or sometimes more explicit sales agenda behind it. Thank you again, Jeannette
Well researched analysis and opinion piece Jeannette. Such a shame that he has indeed sold out (like Glucose Goddess). Everyone needs to find creative ways to monetise their business, but in Tim's case, his consultancy alone would pay a fortune! The ZOE investors would have been pushing him to go down the supplement route from day one. I've followed Tim for a while, but his focus on plants, practically ignoring meat and seafood is very off-putting - and, frankly, far from a balanced diet, which isn't exactly healthy, is it?! I'll stick to following you and Dr Miguel :) x
Also check out dr Miguel’s 30+ home made sprinkly stuff - I posted it on notes so if you go to notes on my substack main page you should see it. Looks fun to make and you can switch it around
Hi Samantha - you summed this up well and got the measure of them - GG was disappointing for me too launching expensive supplements with a bunch of ingredients never tested as a complex together long term on people yet dressed up as scientific sounding. Great point you make about Tim and how he could be making a fortune as a consultant. Eg he could help brands make their offerings gut friendly in sustainable positive ways, a trend many are all over.
And agree about ramming the meat free message down our throats which isn’t personalised nutrition at all. We are all individually different and some people do well including quality meat in their diet and others not so much.
I think that Tim Spector is probably an easier target for a swipe than most because of his public health background so people feel he should not be monetising his knowledge and experience but that is Zoe’s business model. There are so many well-being people monetising these days that I don’t think he’s necessarily worse than the others. He has greater influence so it just feels wrong. Personally I now treat anyone selling powders, potions and pills as a red flag, whoever they are, and take my advice from people like you who advocate eating real food.
Yes, Tim has sold out! It feels as if the £ signs and celebrity status are calling. So disappointing.
I first met you in 2019 Jeanette and were impressed by your genuine passion for helping people eat their way to good health. You have stayed true to this focus and I love you for it! Keep telling it as it is and keeping us informed.
The supplement contains an awfully high proportion of whole flax seeds.
Which is cheap fodder you can buy in Tesco
Interesting
The worst thing about Zoe is that, for many of us, it first came into view as a very worthy research platform into Covid. Having piqued our interest and admiration, it seems that Spector lost no time in monetising the goodwill to the maximum extent. I looked into the dieting plan, but instinctively looked away when I saw the price. I've never looked back. For me, he's moved himself into the same category as Michelle Mone: a Covid profiteer.
What a great article, thanks Miguel for sharing and pointing it out. And thanks Jeannette fkr the thoughtful article!
I feel exactly the same about Tom & Zoe. What started as good & promising became a soulless machine trying to bulldoze the consumer into buying more. Now you see it advertised & praised by influencers, as well as by one of the Dragon Den investors. Consumers deserve sensible advice & reasonably priced supplements, instead they get pressurised into buying more of things that won’t necessarily do them good
Thanks for commenting… such a shame it went in this direction
Everyone is jumping on the supplement train now. Simon Hill, Dr. B. Very sad and discouraging. Excellent article. 👏
Yes. It’s an easier way to make money than selling and championing fresh perishable foods. Also I recommend checking out the Substack called the Vajenda where the author explains the tempting commercial side of selling supplements.
Agree. I feel very fooled as well as £600 out of pocket from paying for Zoe which gave me such disordered eating that I’m still clawing back from
I am so sorry to hear that and wish you well getting back on track.
I am so disappointed - I was very interested in Tim Spector’s work.
I did not feel the need to go the glucose monitor route at such expense!
The shots and now the “sprinkles” are a move far away from healthy eating and so expensive.
You make such a good point- people will eat poor food and think it is healthy by spending so much money for “ sprinkles “ that limit the diversity of their food choices.
It must be hard to say no to the opportunity of becoming very rich!
Thanks for commenting Hilary and keep enjoying real food!
I have a year subscription with Zoe, although I learned a lot from Zoe, followed the advice and my health improved, and had an other test for good bacteria few weeks ago. My results came back very good, however after I received my results I noticed a message popped up about Daily 30 supplement. I wasn't;sure why they are advertising it, because all the advice they give is to concentrate on natural food, not supplements. I just ignored the message and was sure, that will never buy it.
Thank you for noticing this Jeanette and pointing it out, it helped me to know that I made the correct choice not buying it.
Good to hear your health improved. Sounds like they are now giving mixed messages.
I was so glad when I saw you wrote this piece, Jeannette. I read the same article in The Times, rolled my eyes and thought about the Zoe shot that you reviewed a while ago. I was (am?) a fan of Tim Spector's work but it is all starting to sound too much like a marketing opportunity and a way of keeping the investors happy. Nothing wrong with earning a living, of course, but there's a point when health education starts to become cashing-in and - ultimately - exploitation. How long before the launch of the Zoe breakfast cereal, Zoe Bites ("healthy TV nibbles") and Zoe Tarts ("for a toasted, tasty treat when you don't have time to cook")?
I think you've got the full measure of them Charles! Today (with some help from a friend) I tracked down the actual "gold standard RCT study" they refer to in their marketing of the sprinkle. The final version has not actually been published yet, nor peer reviewed. And it states clearly at the bottom that it is funded by Zoe itself - so not very independent research is it? Yet the slick web site and the Linkedin announcement earlier this week didn't mention any of that. I notice today they have put the abstract and the unpublished version of the paper on their website - hastily as it wasn't there yesterday alongside the layperson info. I'm quite cross about the marketing and social media of Zoe - which plays on us all thinking it's robust science, but I'm not so sure and I wouldn't recommend any of their products personally. Real good old-fashioned food you chew is what we all need to hold in high esteem and invest our time and money in.
Brava, Jeannette, for not kowtowing to Tim Spector and Zoe. I am not anti-capitalist but I am against crafting a nutritional plan for the privileged. We are in a global health crisis, with food being the basis of it. It takes courage to stand up for the cause of consuming real, whole food and I laud you, Jeannette, for your ethics and standards. I am right now upgrading to founder: we need to continue supporting you in your efforts of proselytizing consuming real, whole food!
Thank you Noel for all your support - moral and financial! I really appreciate it because it is 100% through paid subscriptions and help like this that I can devote the time that I do to researching, writing, questioning and communicating real food information here. As I said in the article, the only people’s interest this substack has here is you the paid readers. So much online nutrition advice is skewed by the hidden or sometimes more explicit sales agenda behind it. Thank you again, Jeannette
Thanks Emma ❤️
Well said Jeannette x
Well researched analysis and opinion piece Jeannette. Such a shame that he has indeed sold out (like Glucose Goddess). Everyone needs to find creative ways to monetise their business, but in Tim's case, his consultancy alone would pay a fortune! The ZOE investors would have been pushing him to go down the supplement route from day one. I've followed Tim for a while, but his focus on plants, practically ignoring meat and seafood is very off-putting - and, frankly, far from a balanced diet, which isn't exactly healthy, is it?! I'll stick to following you and Dr Miguel :) x
Also check out dr Miguel’s 30+ home made sprinkly stuff - I posted it on notes so if you go to notes on my substack main page you should see it. Looks fun to make and you can switch it around
Hi Samantha - you summed this up well and got the measure of them - GG was disappointing for me too launching expensive supplements with a bunch of ingredients never tested as a complex together long term on people yet dressed up as scientific sounding. Great point you make about Tim and how he could be making a fortune as a consultant. Eg he could help brands make their offerings gut friendly in sustainable positive ways, a trend many are all over.
And agree about ramming the meat free message down our throats which isn’t personalised nutrition at all. We are all individually different and some people do well including quality meat in their diet and others not so much.
...which is exactly what he said in his first book "The Diet Myth". The Zoe message is very different.
Loved your article! So disappointed to see the direction this is going.
Thanks Alison
I think that Tim Spector is probably an easier target for a swipe than most because of his public health background so people feel he should not be monetising his knowledge and experience but that is Zoe’s business model. There are so many well-being people monetising these days that I don’t think he’s necessarily worse than the others. He has greater influence so it just feels wrong. Personally I now treat anyone selling powders, potions and pills as a red flag, whoever they are, and take my advice from people like you who advocate eating real food.
Fair points, thanks Catherine
Yes, Tim has sold out! It feels as if the £ signs and celebrity status are calling. So disappointing.
I first met you in 2019 Jeanette and were impressed by your genuine passion for helping people eat their way to good health. You have stayed true to this focus and I love you for it! Keep telling it as it is and keeping us informed.
Aw thank you Mandy for your kind words. Jeannette x