Gut health science company Zoe has expanded into the snacking category with the launch of The Gut Health Bar, a plant-rich snack designed to support the gut microbiome while challenging conventional perceptions of healthy snacking.

Developed by the company's nutrition scientists, the new product contains more than 10 plant-based ingredients and is positioned as a nutrient-dense alternative to conventional snack, cereal and protein bars. Available in dark chocolate and raspberry variants, the bar combines ingredients such as almonds, cashews, edamame, red lentils, flaxseeds, pumpkin seeds, seaweed, and kombucha.

The launch reflects growing consumer demand for functional foods that deliver benefits beyond basic nutrition, particularly in areas such as gut health, digestive wellness and plant diversity.

According to Zoe, the product was developed using insights generated through the company's large-scale nutrition and microbiome research programmes. Rather than focusing solely on protein content or calorie reduction, the formulation emphasises fibre, plant diversity and food structure, factors increasingly associated with positive gut health outcomes.

Professor Sarah Berry, chief scientist at Zoe and professor of nutritional sciences at King's College London, said: "The snacking category has historically prioritised convenience over nutritional quality. Our research shows that snacking itself is not the problem. The challenge is the quality of the foods people are consuming."

A key differentiator for the product is its focus on preserving the natural food matrix of ingredients. The bar contains visible whole nuts, seeds and plant pieces designed to create a chewy texture that slows eating speed and promotes satiety.

This approach comes as growing research highlights links between eating rate and calorie intake. Zoe cites internal findings suggesting that slower eating can help reduce overall energy consumption while improving satisfaction.

The launch is supported by new consumer research commissioned by the company, which found that 95% of UK adults snack regularly, with snacks accounting for approximately one-quarter of daily calorie intake. However, only 28% of respondents considered their snacking habits healthy, while 70% reported feeling confused or misled by ingredient lists and health claims on packaged snacks.

The survey also revealed that bars have become the UK's most popular snack format, with 68% of consumers regularly choosing snack, cereal or protein bars. Despite protein ranking among the most sought-after nutritional attributes, many consumers remain uncertain about what constitutes a genuinely healthy snack.

Professor Tim Spector, scientific co-founder of Zoe, said: "The food environment is flooded with products built around marketing claims rather than nutritional quality. We wanted to demonstrate that it is possible to create a snack that combines strong science, whole-food ingredients and great taste."

The launch marks Zoe's latest move beyond digital health services and into consumer packaged goods, as the company seeks to translate its nutrition science into everyday food products. It also reflects wider industry trends, with food manufacturers increasingly investing in gut health, fibre-rich formulations and minimally processed ingredients to meet evolving consumer preferences.

Jonathan Wolf, CEO and scientific co-founder of Zoe, said: "Snacks make up a significant proportion of what people eat every day. Creating a convenient product that supports gut health while delivering on taste is an important step in helping consumers make better food choices."

As demand for functional snacks continues to accelerate, Zoe's entry into the category highlights the growing convergence of nutritional science, gut health research and mainstream food innovation.