United Kingdom
The Gut Stuff is a UK-based gut health platform founded by identical twins Alana and Lisa Macfarlane, widely known as The Mac Twins.
Total Followers -0.2%
156K
Across Instagram
Primary Platform
156K followers · 100% of audience
Engagement
1.1%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $3.1K–$7.8K / IG post
Swiss food giant Hero Group (home to Deliciously Ella and Organix) bought out The Gut Stuff for an undisclosed sum. Co-founders Alana and Lisa MacFarlane will remain at the helm, and Hero has flagged a supermarket launch outside the UK as an early priority.
The app uses personalised data, weekly challenges, and a gut-health community to help users improve their gut microbiome — extending the brand's education-first model into digital.
Tesco listed The Gut Stuff's fruit-and-nut bar multipacks (Cocoa & Hazelnut, Peanut Butter, Sea Salt & Caramel) at £3 per pack, complementing existing listings in Sainsbury's and Co-op.
| Platform | Followers | 30d Growth | Engagement | Posts / wk | Last upload |
|---|---|---|---|---|---|
| 155,963 | -250 | 1.1% | 5.1 | 3 days ago |
| Window | Combined | |||
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
| Last 30 days | -250 -0.2% | +0 +0.0% | +0 +0.0% | -250 |
| Last 90 days | -733 -0.5% | +0 +0.0% | +0 +0.0% | -733 |
| Last 365 days | -733 -0.5% | +0 +0.0% | +0 +0.0% | -733 |
Daily follower snapshots from CreatorDB's longitudinal index.
The Gut Stuff is a UK-based gut health platform founded by identical twins Alana and Lisa Macfarlane, widely known as The Mac Twins. Their origin story is unusually concrete: after participating in the British Gut Project at King's College London, they discovered that despite sharing identical DNA, their gut microbiomes were dramatically different — a finding that redirected their careers toward science-backed gut health advocacy. The platform grew out of that personal discovery and has since expanded into a podcast ('Chattin Sh*t'), a consumer product line of high-fibre bars and drinks stocked in Sainsbury's, Tesco, and Co-op, and a fibre-tracking app challenge, making them one of the more vertically integrated creators in the UK wellness space.
Thegutstuff reaches an audience concentrated in United Kingdom primarily through YouTube, and is best activated via Instagram Reels and Stories. As a health creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 1.1%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. Their YouTube-first format lends itself to integrations that sit inside the creator's usual content rather than running as standalone ads. Because the audience follows health content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United Kingdom-focused brands in health and related categories, Thegutstuff offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Thegutstuff's tier (Mid, 156K combined followers, United Kingdom). Pulled from CreatorDB's category benchmarks.
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The Gut Stuff was founded by twin sisters Lisa and Alana Macfarlane. After participating in a major gut microbiome research study, the pair became passionate about making gut health science accessible and practical for everyday people, which led to building the brand.
Yes — Lisa and Alana Macfarlane took part in a landmark twins gut microbiome study, which revealed how differently even identical twins' guts can respond to the same foods. That experience directly motivated them to launch The Gut Stuff and translate complex gut science into genuinely useful content.
The 30g fibre challenge is The Gut Stuff's signature initiative, built around the recommended daily fibre target of 30 grams. They've developed a dedicated app to help people track their intake day by day, pairing it with high-fibre food swaps, recipes, and practical tips to make hitting the target realistic.
Yes, The Gut Stuff has launched its own app centred on the 30g fibre daily challenge, which is currently live. The app is designed to make it easier to monitor how much fibre you're actually eating and discover foods and meals that close the gap.
The Chattin Sh*t podcast is The Gut Stuff's audio show, where they tackle gut health topics in a candid, jargon-free way. It's designed to cut through confusing wellness noise and make the science behind your gut digestible for anyone, not just health professionals.
The Gut Stuff's high fibre bars and drinks are stocked in Sainsbury's, Tesco, and Co-op across the UK, making them widely available on the high street. First-time online orders also come with a discount, which The Gut Stuff regularly promotes in their Instagram bio.
Yes, The Gut Stuff has secured retail listings in both Tesco and Sainsbury's, as well as Co-op. Getting gut-health-focused products onto major supermarket shelves is part of their broader mission to make high-fibre eating more convenient and mainstream.
The Gut Stuff focuses on gut health education, high-fibre recipe ideas, healthy snack recommendations, and product content. Their content leans practical rather than clinical — think easy food swaps, fibre-rich meal inspiration, and debunking common gut health myths.
In practice, yes — the majority of The Gut Stuff's Instagram audience is female, and the bulk of their followers fall in the 18–34 age range. While their content is relevant to anyone looking to improve their diet, their community skews toward younger women interested in evidence-based health and wellness.
The Gut Stuff has built a following of over 150,000 on Instagram, placing them in the Mid-tier influencer bracket. Their audience is primarily based in the United Kingdom, with a notable secondary audience in the United States.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@thegutstuff · Instagram
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