GRUBBY and ZOE Launch Plant-Based Meal Collection Built Around Fibre and Plant Diversity Targets

UK plant-based recipe kit subscription GRUBBY has partnered with gut health science company ZOE on a two-week range of meal kits and ready meals scored against ZOE’s nutritional criteria. The collection coincides with the publication of The Appetite Reset, a new book by Dr Federica Amati, ZOE’s Head of Nutrition Science.

Each of the eight meal kits and three pre-prepared meals delivers at least 14g of fibre, seven or more plant points, and protein from whole food sources.

Each ZOE-approved dish carries a co-branded stamp on packaging, and the first 1,250 boxes also include a sample of Daily30, ZOE’s wholefood supplement containing more than 30 plant ingredients, including vegetables, nuts, seeds, legumes, wholegrains, berries, mushrooms, seaweed, and green tea kombucha.

Tied to a book launch on appetite and GLP-1s

The campaign coincides with the launch of The Appetite Reset: How to Eat, Drink and Thrive Before, During and After GLP-1s, published on 25 June. The book examines the role of food alongside incretin-based medicines such as Ozempic and Mounjaro, with a focus on fibre, plant diversity, and protein quality.

GRUBBY and ZOE Launch Plant-Based Meal Collection Built Around Fibre and Plant Diversity Targets — © GRUBBY

According to ZOE, only 5% of UK adults consume the recommended 30g of fibre per day, with average intake closer to 19g. A single ZOE-approved GRUBBY meal is said to deliver up to 23g.

Amati stated, “The gut microbiome responds to what we feed it. Our gut microbes produce signals that tell the brain we are satisfied, but only if we give them the fibre-rich, plant-diverse food they need to do so. GRUBBY’s recipes are built exactly around this principle, which is why the ZOE-approved scores speak for themselves.”

Building on prior plant diversity work

Last year, GRUBBY launched its Plant Points menu, designed around the 30-plants-a-week recommendation associated with ZOE and Professor Tim Spector. Founded in 2020 by Martin Holden-White, GRUBBY expanded its frozen ready meal range earlier this year and reports revenues exceeding £4 million.

“What I love about GRUBBY is that they lead with flavour and let the nutrition be the clever bonus,” Amati added.

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Tied to a book launch on appetite and GLP-1s

Building on prior plant diversity work

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