ZOE Launches Fiber Bars, Zevia Raises $20M to Turn Around

ZOE is taking gut health science off your phone and onto the snack shelf — and a $14B UPF labelling threat could redefine how functional food brands talk about their products. Today's four stories are essential for any health brand operating in Europe or the better-for-you space. In this episode: ZOE, the gut microbiome nutrition app, has launched a range of fiber bars now available in retail snack aisles, marking a significant pivot from a subscription digital health model into the competitive functional food category. New research estimates that mandatory ultraprocessed food labelling could cost the global food and beverage industry up to $14 billion per year in reformulation, relabelling, and lost sales — with functional and fortified brands at direct risk under contested NOVA classification. A survey published by Lebensmittelzeitung reveals that a significant share of German consumers are sceptical or distrustful of novel foods, including precision-fermented ingredients and lab-grown meat, posing a major marketing and education challenge for brands seeking EU-wide distribution. Zevia, the stevia-sweetened zero-calorie soda brand, has secured a $20 million investment from GP Investments to fund a turnaround focused on product diversification and expanded distribution amid intensifying competition from Olipop, Poppi, and other better-for-you beverage brands. The Health Marketing Daily is a concise briefing for marketers and founders in supplements, functional food and consumer health, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Digital Commerce Daily