‘Personalising stuff that doesn’t matter’: the trouble with the Zoe nutrition app

The wellness project claims to help users make ‘smarter food choices’ based on ‘world-leading science’. But many scientists claim its fee-based services are no better than generic advice“Your body is unique, so is the food you need.” This is the central credo of personalised nutrition (PN), as professed by its leading UK advocate, the health science company Zoe. Since its launch in April 2022, 130,000 people have subscribed to the service – at one point