Is There a Cheaper Alternative to ZOE in the UK? (Including Daily30+)

ZOE has done more than almost anyone to make personalised nutrition mainstream in Britain. If you have looked at it and hesitated at the kit, the membership, or both, you are not unusual, and you are probably now searching for something cheaper that still does something real.

This page is an honest answer to that. What you are actually buying from ZOE, what the Daily30+ question is really asking, what Nutridly costs in full, and the cases where ZOE is still the better purchase and you should keep your money there.

One thing up front. We have deliberately not printed ZOE's prices here. They have changed more than once, and a comparison page quoting a stale figure is worse than no figure at all. Check ZOE's own site for the current numbers, then come back and compare them with ours, which are below in full.

What you are actually buying from ZOE

ZOE is a science-led membership built around its own at-home testing: gut microbiome sequencing, plus blood-fat and blood-sugar responses measured with a continuous glucose monitor. From that it produces personalised food scores and an app that guides your choices in the supermarket and at the table.

It is rigorous, it is research-driven, and it is a premium product. The shape of the cost is an upfront test kit followed by an ongoing membership. That shape matters more than the exact number, because it is the bit people get stuck on: you pay a meaningful sum before you have eaten a single different dinner.

Separately, there is Daily30+, which is sold as its own ongoing order rather than as part of the membership.

Is there a cheaper alternative to ZOE Daily30+?

This is the question most people are really typing, so here is a straight answer rather than a sales one.

Daily30+ is a food supplement. You add it to things you are already eating, and the idea behind it is plant and fibre variety: getting a wider range of plants into you than a normal week manages on its own. Nutridly does not sell a supplement, so if what you want is the jar, nothing we do replaces it. Buy it or don't, on its own merits.

But it is worth separating the two purchases, because they are not competing for the same job:

• Daily30+ is a topping. It adds plant variety to the food you already buy. It does not decide what that food is.
• A weekly plan is the shop itself. It decides what goes in the trolley, in what quantity, for seven days, and it can build that variety into the basket rather than onto the plate.

If the reason you wanted Daily30+ was plant and fibre diversity, that is as much a shopping problem as a supplement one. A week built around lentils, frozen spinach, tinned pulses, nuts, seeds, oats, three or four different vegetables you actually like and one you don't usually buy will put a lot of different plants through your kitchen, and most of those items are in the cheapest aisles in the shop.

That is the honest version of the cheaper alternative: not a cheaper powder, but a different purchase that changes the basket.

What Nutridly costs

Nutridly is software only. There is no proprietary kit to buy, no device to wear, and nothing to send back before you get something useful.

It is priced per person, per household, per week, because that is how people shop:

Everyone in the household gets their own nutrient profile, their own plan and their own reasoning, and it all combines into one shopping list. Full details are on the pricing page.

The free trial is seven days and does not ask for a card. You answer a short profile, see a plain-English summary built from your answers, create an account, and get a real generated meal plan with a shopping list preview. Nothing charges automatically at the end of it. The trial simply stops.

If you have no recent blood work and want some, there is an optional home kit at £139 (RRP £188), a finger-prick test processed in a UKAS-accredited UK laboratory, with results flowing straight into your account rather than being typed in. It is an add-on, not a gate. Plenty of people never buy one. Here is how the kit works if you are curious.

The real difference: what arrives each week

Price is the headline, but the products differ in something more fundamental than cost.

The testing model. ZOE sells you its own tests and scores how your body responds to food. Nutridly works with blood work you may already have: an NHS App result, a GP printout, or a home finger-prick panel. It looks at nutrient levels and standard markers rather than glucose response and microbiome. If continuous glucose data and microbiome sequencing are what you are after, ZOE is purpose-built for it and we are not pretending otherwise.

The output. ZOE gives you scores and education so you can make better choices yourself. It teaches. Nutridly hands you the week: recipes with three options per meal, and one deduplicated shopping list organised by aisle, with the reasoning attached to each dish. One of those is a coach. The other is Thursday's trolley.

The reasoning. Every recipe in a Nutridly plan carries a short, plain-English explanation of why it is there, tied to what you told us and to any results you have added. Pairing iron-rich food with vitamin C in the same meal, for instance, because that is what actually helps iron get absorbed. You can read more about how we meal plan around blood test results, and the evidence base behind the engine is set out on our science page.

The household. Nutridly personalises up to five people and merges them into a single shop. If you are cooking for a family rather than yourself, that changes the arithmetic more than any discount does.

Who should still choose ZOE

We would rather you spent your money well than spent it with us. Stay with ZOE if:

• You specifically want continuous glucose and microbiome data, and the large research programme behind it. That is hard to replicate and we do not try to.
• You want to be taught rather than handed a plan. Some people genuinely enjoy learning to score their own food, and they stick with it.
• You have already bought the kit. The upfront cost is sunk. Get the value out of it before you move.
• You want a product you can take, rather than a list you have to shop from. A plan only works if you do the shop.

Who Nutridly suits better

• You have recent blood results, from the NHS or a private test, and the question in your head is "right, so what do I actually cook?"
• The upfront kit cost is the thing stopping you, and you would rather start this week for less than the price of a takeaway.
• You want the shopping list more than the dashboard. You do not need another number. You need the basket.
• You are feeding a household and want one combined shop rather than five separate ideas about dinner.
• You want to try it properly before paying, with no card taken.

What neither of these is

Neither ZOE nor Nutridly is a healthcare service. Nutridly does not diagnose anything, does not tell you a result is good or bad, and does not replace your GP. What it does is take the numbers you already have and build a week of food and a shopping list around them. If a result worries you, or has been flagged, speak to your GP or practice nurse, and keep them in the loop about anything you change.

The short version

If you want deep proprietary testing and can invest in it, ZOE is excellent and worth the money to the right person. If you were about to buy Daily30+ for plant variety, be clear that you are buying a supplement, not a plan, and decide whether the basket is the better place to spend it. And if what you actually want is an affordable, no-kit way to turn your own results into food you will genuinely cook, for yourself or for the whole house, that is the gap Nutridly was built for.

Seven days free, no card: start your profile and see this week's plan and shopping list.