Zoe has unveiled a 60% cheaper monthly fee ahead of Christmas and the new year, as it seeks to make membership “more affordable”.
The nutrition app is now offering a £9.99 monthly membership option, which works out 60% cheaper than the previous £24.99 price point.
The cheaper monthly price is available as part of two different year-long packages. The first comes on top of a £299 upfront fee for the initial gut microbiome, blood sugar and blood fat tests. In this case, the monthly £9.99 membership fee includes ongoing access to the app, which gives users individual scores for food, as well as specialist nutritional programs and recipes.
The second package involves an upfront fee of £479 for the inital testing. In this case, though, the £9.99 fee includes ongoing access to the app as well as retesting after four months, which is worth £199.
The £24.99 package will still be available to users who want to sign up for just four months. This option also comes with a £299 upfront fee for testing.
The new pricing structure comes in the wake of two cuts to headcount at Zoe, as it looks to slash costs by at least 20%. The company has also looked to make its proposition more accessible with the launch of two branded products into grocery: a gut shot at M&S and a whole foods complement at Waitrose.
Can the Zoe nutrition programme change the UK’s diet?
Zoe said the £9.99 package was one of a range of measures designed to address the “ticking time bomb” of obesity and diabetes in the UK, along with its podcast, newsletter, educational social media content, and newly launched Food for Life cookbook.
“The UK’s health crisis is getting worse, while the government seems stuck in the waiting room,” said Jonathan Wolf, co-founder and CEO of Zoe. “We need to get serious about the terrible ultra-processed food we are feeding ourselves and our kids. Without immediate action, the future of our nation’s health is at serious risk.
“At Zoe, we’re stepping up to the plate and enabling people to adopt small habits that can amount to life-changing results,” he added. “We know that real change starts with people taking control of their own health.”
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