Join Rory Sutherland in this episode of 'On Brand' with special guests Jonathan Wolf, CEO of ZOE, and Sharlene Lopez, founder of Medifesto. They delve into the world of nutritional science, the significance of the microbiome, and the innovative personalised nutrition programme by ZOE. Discover how ZOE's research is transforming health through food and learn about the evolving role of branding and marketing in the health technology sector. With discussions on behavioural change, the impact of ultra-processed foods and the future of health tech, this episode is packed with insights for anyone interested in health and nutrition. All views expressed are those of the participants, listeners should consult a medical expert before following any of these views or recommendations.

00:00 Welcome and Guest Introductions

01:29 Jonathan Wolf's Journey to Founding Zoe

04:36 The Science Behind ZOE's Nutrition Programme

07:01 Impact of Diet on Health and Mood

22:47 Challenges and Successes in Health Tech Branding

29:47 The Role of Marketing in Health Technology 

34:20 The High Stakes of Scientific Validation

34:43 Disconnect Between Scientific Proof and Market Impact

36:40 Brand Influence in Health Decisions

37:43 The Role of Advertising and Brand Partnerships

41:26 Challenges in Sustaining Behaviour Change

44:58 Technological Advances in Health Monitoring

47:08 The Importance of Messaging in Health Campaigns

49:21 Rethinking Food and Health Guidelines

01:02:58 The Future of Food Labelling and Consumer Information

01:09:32 Conclusion and Final Thoughts

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