Chrissy Kinsella was looking for a more personalized approach to her health. “You know, what is good for you as an individual may not necessarily be good for the next person,” she says. So she reached for a subscription to Zoe—a personalized nutrition service cofounded by Tim Spector, a celebrity scientist and a genetic epidemiologist at King’s College London. Kinsella paid the £299 ($365) for a testing kit and later received a bright yellow package in the mail: a bundle of vials, patches, and muffins.

By testing, scoring, and monitoring how you respond to different foods, Zoe says, it can help with a whole host of problems. Its personalized recommendations