In a world where trends come and go, Dr. Federica Amati is on a mission to prove that fiber is not just resilient—it’s fashionable too. The head nutritionist at the innovative health start-up ZOE passionately argues that fiber deserves a spotlight.

"People often overlook fiber as boring or unfashionable," Dr. Amati exclaimed during our lively video call. She draws attention to "fibremaxxing," a TikTok-fueled trend where Gen Z is on a quest to cram in as much fiber as their bodies can handle—without feeling unwell, of course.

The Mainstream Gut Health Revolution

ZOE, the cutting-edge nutrition science company pioneering gut health, has made waves by helping many understand the benefits of a balanced fiber-rich diet. Beneath the leadership of renowned microbiome researcher Professor Tim Spector and Amati, the focus has shifted to integrating gut-aware eating habits into everyday life.

Dr. Amati practices what she preaches, incorporating legumes, nuts, seeds, and fermented foods like kefir and sauerkraut into her daily routine. "These items are non-negotiables for my gut health," she insists.

With a renewed interest in fermented foods, the market is witnessing an explosion of products aimed at enhancing gut health. A notable example is British kefir start-up Biotiful Dairy, recently acquired by dairy giant Müller for a staggering $100 million.

The Threat of Healthwashing

Yet, amidst this booming market lies a substantial risk: healthwashing. Dr. Amati warns that some companies misuse gut health claims. "They might add a single 'gut-friendly' bacteria to a sugary yogurt loaded with sweeteners and emulsifiers, a practice I call healthwashing. This doesn't make the product healthy!"

Healthwashing erodes trust in genuine gut health products and can mislead consumers desperate for real benefits. However, Dr. Amati sees a future brimming with unexplored potential for fiber and fermented foods, particularly in snack bars and convenient meals that need more nutritional integrity.

Bringing Science into Everyday Life

ZOE is making significant moves beyond personalized nutrition. The company recently launched two innovative gut-health products, including the popular "Gut Shot" kefir drink, brimming with billions of live cultures and nutritious ingredients.

Their latest offering, Daily30+, is a groundbreaking wholefood supplement crafted from 32 diverse foods to help increase fiber intake without compromising on taste. This product stands as a testament to Dr. Amati’s commitment to making gut health manageable for everyone, not just those in clinical settings.

The Future of Gut Health

So what’s next for the gut health movement? As awareness grows, Dr. Amati predicts a wave of exciting changes in how fiber-rich foods are marketed. Foods like beans and lentils are poised for a glow-up, transforming from bland staples into trendy, sought-after ingredients.

With brands like Bold Beans Co. leading the charge, beans are gaining a reputation for being delectable and diverse rather than just inexpensive pantry fillers.

What Lies Ahead for ZOE?

For ZOE, the app remains the central hub for personalized nutrition, but the team is open to new product launches inspired by community feedback. Dr. Amati emphasizes that any future offerings must be science-backed and consumer-requested.

As the conversation around gut health grows louder, both ZOE and Dr. Amati are paving the way for a future where fiber isn't just consumed—it's celebrated.