# Collaborative Digestive Drinks The M&S Food x Zoe Gut Shot is a Berry-Flavored Kefir Drink By Kanesa D | Published 2024-01-11 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ms-food-1 References: [nutritioninsight](https://www.nutritioninsight.com/news/ms-food-unveils-berry-kefir-shot-for-gut-health-with-zoe-nutrition.html) & [ocado](https://www.ocado.com/products/m-s-x-zoe-the-gut-shot-624265011?utm_medium=affiliates&utm_source=rakuten&utm_campaign=rakuten-affiliates&utm_content=Skimlinks+%28Variable+Pricing%29&ranMID=50474&ranEAID=tv2R4u9rImY&ranSiteID=tv2R4u9rImY-aGpO1P2yhIksRsiW97HzXw)  [M&S Food](https://www.trendhunter.com/trends/35-gut-booster-mega-mix) is launching the M&S Food x Zoe Gut Shot, a new [milk kefir with berries](https://www.trendhunter.com/trends/madagascan-vanilla-kefir). Formulated with over five billion live cultures from 14 unique strains, this kefir is intended for consumption to improve overall gut health and promote a balanced diet. Driven by consumer demand for more [digestive health products](https://www.trendhunter.com/trends/tesco-gut-sense), the M&S Food x Zoe Gut Shot can be enjoyed with the former's Good Gut range that includes cereals, yogurts, and drinks. “At M&S, we want all of our food to be exceptional, delicious, of the highest quality, sourced and made with care — offering customers value with values,” says Alex Freudmann, managing director of M&S Food. “We always ensure a healthy choice is a delicious choice and we’re proud to be at the forefront of gut health innovation.” Image Credit: M&S Food ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 11% | Activity: 16% | Freshness: 20% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Digestive Health Products:** Consumer demand for more digestive health products is driving the growth of the M&S Food x Zoe Gut Shot. - **Milk Kefir:** The M&S Food x Zoe Gut Shot utilizes milk kefir as a base to promote overall gut health. - **Live Cultures:** The inclusion of over five billion live cultures from 14 unique strains in the M&S Food x Zoe Gut Shot taps into the growing interest in probiotics and gut health. ### Sectors Adopting This - **Food Retail:** The launch of the M&S Food x Zoe Gut Shot highlights the opportunity for food retail companies to tap into the demand for digestive health products. - **Dairy:** The use of milk kefir in the M&S Food x Zoe Gut Shot showcases the potential for innovation in the dairy industry to cater to consumers' gut health needs. - **Functional Beverages:** The inclusion of live cultures in the M&S Food x Zoe Gut Shot demonstrates the potential for the beverage industry to expand its offerings with gut-healthy drinks. ## Related on Trend Hunter - [Collaboration Gut Health Shots](https://www.trendhunter.com/trends/zoe-x-ms-food-gut-shot.md) - [Drinkable Gut Health Products](https://www.trendhunter.com/trends/activia-kefir.md) - [Gut Health Kefir Refreshments](https://www.trendhunter.com/trends/kefir-drink.md) - [Dessert-Like Gut Health Snacks](https://www.trendhunter.com/trends/activia-gut-health.md) - [Gut Health Juice Shots](https://www.trendhunter.com/trends/raw-gut-shot.md) - [Protein-Packed Kefir Drinks](https://www.trendhunter.com/trends/high-protein-kefir-drinks.md) - [Gut-Friendly Functional Smoothies](https://www.trendhunter.com/trends/trust-your-gut-smoothie.md) - [Reformulated Wellness Shots](https://www.trendhunter.com/trends/new-wellness-shots.md) - [Gut Heath-Boosting Meal Additives](https://www.trendhunter.com/trends/biotiful-gut-health-meal-booster.md)