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An interesting turn of events has emerged in the world of nutrition advertising. **An advert featuring Dragons’ Den star Steven Bartlett** for the nutrition brand Zoe has been **banned** after being deemed *misleading* by the Advertising Standards Authority (ASA).
The ASA found the Facebook advertisement for Zoe’s **Daily30+ supplement** problematic, particularly due to its claims of containing “just real food” and having “no ultra-processed” ingredients. The watchdog cautioned that the **quotation from Steven Bartlett** could be interpreted by consumers as implying the presence of ultra-processed ingredients, a notion that runs counter to the advertisement’s primary selling point.
Zoe, which provides **health testing and dietary advice services**, found itself in hot water alongside another brand, Huel. Both brands count notable individuals like **Idris Elba** and **Jonathan Ross** as investors. In fact, Bartlett’s Flight Fund injected **$2.5 million into Zoe in 2023**, highlighting the weight of his involvement.
Zoe Responds to the ASA Ruling
The ASA’s intervention was triggered by a complaint from a *nutrition and food science professor*, raising doubts about the statement, “This is a supplement revolution. No ultra-processed pills, no shakes, just real food.” The concern was whether this phrasing misled consumers into believing that the product was entirely free from ultra-processed contents.
In defense, Zoe clarified that the advertisement did **not claim** leniency towards ultra-processed content. They articulated that the wording was meant to indicate that, among digestive supplements, Daily30+ was not an ultra-processed pill, unlike its competitors laden with artificial additives.
Zoe asserted that descriptions like **“whole food supplement”** accurately reflected the absence of preservatives, sweeteners, or flavor enhancers in their product formulation. Furthermore, they argued the **absence of a universally accepted definition** of ultra-processed foods complicates matters.
The advertised Daily30+ product features **32 different whole foods**, encompassing vegetables, fruits, seeds, and mushrooms, all intended to enhance dietary fiber intake.
Zoe’s co-founder **Professor Tim Spector** vehemently rebutted the ASA’s findings, stating: “We categorically reject the notion that this advert is misleading. Our product is crafted entirely from whole food ingredients designed to be incorporated into meals.”
He emphasized, “To target a product aimed at improving health while largely ignoring the **harmful marketing of unhealthy foods** directed at children feels utterly disgraceful.”
A spokesperson for Bartlett clarified, “For clarity, this ruling pertains solely to Zoe. The ASA’s decision stems from a single public complaint, directed at Zoe Ltd exclusively.”
Zoe’s Financial Progress
This controversy comes shortly after the ASA had also deemed advertisements for both **Zoe and Huel** unsuitable due to a lack of transparency regarding their financial connections with Bartlett. The ASA identified that these advertisements on Facebook “omitted material information” concerning **Bartlett’s celebrity association**.
Earlier this year, Bartlett stepped down as a director of Huel but continues to invest in the business, showcasing a complex investment landscape.
In an encouraging trend, Zoe reported a **£66.1 million revenue** for the fiscal year ending August 31, 2024, marking an impressive increase from the **£28.7 million** from the previous year. They also slashed their pre-tax loss from **£21 million to £12.5 million**, marking an underlying resilience. You can view their filing history on **Companies House** for more insights.
