Health app and nutrition brand Zoe has come under fire from the Advertising Standards Authority (ASA) following a social media advert that claimed its Daily30+ supplement is “just real food.” This paid Facebook advertisement, which featured a quote from prominent investor Steven Bartlett, stated that the supplement is a “plant-based wholefood supplement,” reinforcing the idea that it is devoid of ultra-processed elements.
In its ruling, the ASA challenged this claim, pointing out that at least two ingredients in the Daily30+ formulation—chicory root inulin and nutritional yeast flakes—have undergone significant processing and therefore cannot be classified as whole foods. The ASA noted that these processing methods exceeded what consumers might reasonably interpret as minimal processing, thereby contradicting the claim made in the advertisement.
Professor Tim Spector, co-founder of Zoe, expressed his disdain for the ASA's verdict, labelling it “nothing short of disgraceful.” He argued that the decision adds to the existing confusion surrounding the food system, which is already laden with misleading information concerning health and nutrition. Spector further asserted that the company's defence was robust; Zoe contended that the ad did not assert it contained no ultra-processed foods (UPFs) but rather positioned its product as a healthier alternative to commonly known ultra-processed supplements, which typically include artificial additives.
The ASA's investigation was prompted by a complaint from an unnamed professor of nutrition and food science. In its analysis, the ASA concluded that while consumers generally understand that most food products have been processed in some manner—such as cleaning or chopping—the processing methods used to produce chicory root inulin and nutritional yeast were too extensive. The extraction of chicory root inulin, for instance, involves intricate steps including slicing, steeping, and enzymatic treatment, which the ASA considered moved it beyond minimal processing.
Spector vehemently disagreed with the ASA's interpretation, stating, "There is no scientific basis for the ASA’s conclusion – and it risks misleading the public at a time when clarity around healthy eating is more important than ever." He voiced concern that targeting a product designed to improve health undermines public health initiatives, especially while a lack of action persists regarding the marketing and advertising of unhealthy foods to children and vulnerable populations.
This incident is not Zoe's first encounter with the ASA. In a previous ruling from August 2023, the authority found another advertisement involving Bartlett misleading for failing to disclose his investment in Zoe, which was crucial information that could influence consumer perception. The ASA reiterated the necessity for transparency regarding commercial relationships in influencer marketing, as many consumers might interpret endorsements from individuals like Bartlett as independent testimonials.
Zoe is not alone in facing scrutiny; its advertisements have been scrutinised alongside those for the competitor brand, Huel, which featured Bartlett as well. In these simultaneous complaints, the ASA ruled that both brands neglected to adequately inform the public of Bartlett's connections, which could mislead consumers regarding the endorsements presented in the adverts.
The challenges for Zoe extend beyond regulatory scrutiny; the company has also made substantial cuts to its workforce as part of a cost-reduction strategy amid economic pressures. This was highlighted earlier this year when CEO Jonathan Wolf indicated that these cuts were essential for sustainability, as the company's operational burn rate was deemed unsustainable without a reduction in staff.
As Zoe continues to navigate these turbulent waters, the spotlight remains on the critical balance of promoting health-oriented products while ensuring clarity and trust in messaging—a vital consideration for consumers aiming to make informed dietary choices.
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Source: Noah Wire Services