A decade ago, it seems gut health was of little interest to people outside of GI doctors and dietitians. But today, as awareness of the important brain-gut connection becomes more mainstream, people are eager to “heal their gut,” and the wellness industry is brimming with pre- and probiotic products that promise to do just that.
With its trendy, Gen Z-approved marketing and $39 price tag, Coconut Cult has become a symbol of the gut health craze. The coconut-based yogurt is packed with a “miraculous, regularity-boosting” blend of 16 probiotic strains — it’s so highly concentrated that the serving size is just a single spoonful a day.
The name befits the cult-like TikTok following the product has garnered, with users flooding the platform to share how their spoonful-a-day has led to clearer skin, less bloating, and improved digestion overall.
As someone who struggles with bloating, this felt like the perfect cult for me to join. Inspired by all the glowing reviews on my TikTok For You page, I ordered the Harvest Strawberry flavor from the company website, paying an upcharge for the insulated packaging that preserves the live cultures during transit (and it came with this complementary sticker sheet, which doesn’t totally justify the yogurt’s ungodly price, but definitely helps a little).
My review: The yogurt tasted fine, and the pink jar definitely looked pretty perched on my refrigerator shelf. But to be fully transparent, life got in the way and my daily commitment to the cult admittedly fell by the wayside…rather quickly. So, I didn’t try it long enough to see the benefits.
Still, what I lacked in consistency, the internet more than makes up for. Among those who swear by Coconut Cult is Laura (@itslaurajay_), a TikTok user from Katy, Texas, who started eating the yogurt in January 2025 after seeing many viral videos about it. “My digestion improved almost immediately after taking it,” she told BuzzFeed. “I felt lighter, the puffiness in my face went down, and I wasn’t craving sugar or snacking like I usually did.”
The internet is flooded with (anecdotal) evidence that echoes Laura’s sentiments:
In addition to benefits on upper GI issues, many attribute skin improvements and enhanced mental clarity to their daily yogurt habit. “I notice a decrease in my cortisol, helping me to feel more grounded,” Kenzie (@knzehealth), a holistic health coach from Bergen County, New Jersey, shared with BuzzFeed. She’s been starting her mornings with a spoonful of Coconut Cult before caffeine for three months, and was inspired to share her experience with her audience after noticing the benefits firsthand.
In an era of digital influence where our feeds are littered with brand deals, Coconut Cult stands out because none of its promo videos are ads. “You see influencers pushing products and you can tell, most of the time, that they’re getting paid for it,” Laura said. “I wanted to show what it looks like for a regular person, with no sponsorships or paid ads, just genuinely trying it and seeing results.”
This type of organic promotion is at the heart of Coconut Cult’s marketing strategy. In a podcast episode with Taste Radio, CEO Ari Raz and cofounder Noah Simon-Waddell explained that they rely on organic, user-generated content created by real people who use and love the product, proudly boasting “no paid ads, no paid influencers, no affiliate fees.” Brittany Kovacs, the Creative Producer at Coconut Cult, echoed these sentiments in a conversation with BuzzFeed: “That combination of real results and a playful brand personality is what sets us apart,” she said.
But is the hype around Coconut Cult rooted in a revolutionary scientific formula, or is it just another health fad in a pretty package with clever marketing? To dig deeper, BuzzFeed spoke with Supriya Rao, MD, a gastroenterologist with over a decade of clinical experience who also educates about gut health on her Instagram account, @gutsygirlmd.
“It sounds like the product is concentrated, so a spoonful can deliver a high number of bacteria,” she said of Coconut Cult’s shockingly small serving size. The appeal of the product lies in that high concentration: “A healthy gut has a diverse community of bacteria that help you digest food, regulate your immune system and even influence your mood and brain function,” Rao explained.
It’s not that the science behind products like this are flawed, Rao explained, but rather that the “one spoonful cure” mindset can oversimplify something far more complex. With “healing the gut” trending all over the internet, it’s important to remember that the gut microbiome is an intricate ecosystem with billions of bacteria that looks different for each person. Rao told BuzzFeed that one of the biggest misconceptions about probiotic foods is that they are a cure-all. “More isn’t always better,” she explained. “Benefits depend on the type and strain of bacteria, and not all fermented foods work the same way.”
These personal factors might explain why some people report clearer skin after eating Coconut Cult, but others experience “purging,” or break-outs that happen when good bacteria interact with bad bacteria.
What’s the real secret to gut health, then? According to Rao, “There is no cheat code!” If you struggle with upper GI issues and want to experiment with probiotic foods, go for it, but — despite what TikTok might lead you to think — they don’t need to cost $40 a jar. Consistency with more affordable fermented options like kefir can offer similar benefits, Rao said.
So, the verdict is in: It may be less glamorous, but the most reliable cult to join for better gut health is the one built on daily healthy habits (and your wallet will thank you, too). As Rao put it, “Probiotics can possibly be helpful, but they are just one part of the bigger picture.”
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