Zoe is quietly blowing up one-size-fits-all nutrition by running large-scale personalised experiments on real humans. It mixes microbiome testing, blood fat response and continuous feedback into a programme that teaches you what your body can and cannot be trusted with. The magic is the feedback loop: real data, real behaviour change, not another app nagging you about steps. It is a bet on mass-market, evidence-based nutrition. Tim Spector and the founding team clearly prefer data arguments over dinner party opinions, which helps.