Why is fitness coach Joe Wicks selling a protein bar that could be hazardous to your health?

Growing up, I didn’t eat any vegetables. My breakfast usually consisted of Sunny Delight and Coco Pops, and I often had a jam sandwich for dinner. Our kitchen was always stocked with chips, chocolate, and candy. Because we were a family with limited income and relied on benefits, I understand why families choose highly processed foods – they’re affordable.

What I eat definitely impacts how I feel, both physically and mentally. As a fitness coach, I’ve learned the importance of a healthy diet. However, I still find it hard to resist things like a single biscuit or a piece of chocolate. It’s important to remember that this isn’t a personal failing; these kinds of foods are designed to be addictive, and they’re available everywhere – from petrol stations and soft-play centres to leisure centres and even hospitals. We’re constantly surrounded by them. Sometimes it feels like highly processed foods (UPFs) are actively trying to get to us.

It’s become incredibly challenging to eat well due to how heavily food is marketed. For instance, you can find foods with added protein – like snack bars, yogurts, and even bottled water – everywhere in stores and online. Simply labeling a product as containing “protein” can make it seem healthy, even if it’s full of ingredients that might not be good for you. This creates a false impression of health, often called a health halo.

As a total movie buff – and someone who cares about staying healthy enough to *enjoy* those movies – I’ve been absolutely floored by what I’ve learned about how ultra-processed foods (UPFs) impact us. It’s genuinely scary. Did you know that around a quarter of kids in the UK are already classified as overweight or obese? And it’s not just about weight – a diet loaded with these UPFs is connected to some seriously frightening health issues: type 2 diabetes, depression, dementia, cancer, stroke… even dying earlier. What’s even more worrying is that the UK actually consumes *more* UPFs than almost anywhere else in the world, second only to the US. Honestly, it feels like a ticking time bomb. It’s made me really rethink what I’m putting into my body.

That’s why, as you’ll see in my Channel 4 documentary, Joe Wicks: Licensed to Kill, I decided to take action. Working with ultra-processed food (UPF) expert Dr Chris van Tulleken and people working within the food industry, I created an ultra-processed protein bar. My goal was to demonstrate the negative effects of a diet high in UPFs and to reveal how companies can mislead people who buy their products.

As a total film buff, I’m all about indulging, but even *I* have to admit, the ingredient list for My Killer bar is seriously scary. It’s packed with saturated fat and sugar, and honestly, there are 96 ingredients! Some of them have been connected to really serious health problems – things like cancer, stroke, and even premature death. It’s not just vague worries either. The sweetener sucralose might mess with your gut; glycerol has actually sent young kids to the hospital, apparently; maltitol can give you awful diarrhoea if you eat too much; and aspartame? The World Health Organization has labeled it a Group 2B, or “possibly carcinogenic,” which is a pretty terrifying designation, meaning it *could* cause cancer. It makes you think twice about that treat, doesn’t it? Seriously.

As someone who loves a good snack, I always make sure to use ingredients that are perfectly legal – the kind you find in most protein bars and everyday foods at the supermarket. I just used a bit more of them, but stayed well within the legal limits. Honestly, I was stunned when a food safety lawyer told me we could actually sell these bars – it really highlights how flawed the current regulations are. It’s wild to think that, because my bars contain things like vitamins and flax seeds, I could technically market them as a health product if I chose to. It’s a bit scary, really!

I’m not selling these Killer bars because I want anyone to actually *eat* them – in fact, I definitely advise against it. I’m limiting sales to just one bar per person, and all the money will be donated to charity. My reason for doing this is to urge the Government to revise the regulations surrounding UPFs. I’ll continue selling them until they take action.

I’m asking the Government to require warning labels on the packaging of unhealthy foods. Back in 2016, Chile added warnings similar to those on tobacco products to many Ultra-Processed Foods (UPFs), and this led to a noticeable drop in people eating these harmful items. Clear and accurate labelling would be a positive move, as it could empower us to make healthier decisions. It’s a step towards better public health.

Things need to shift; we can’t keep going as we are now. Real change could take a while, but I’m committed to seeing it through. For now, I’m hoping my documentary will encourage people to ask: Why isn’t the Government doing enough to keep us safe?

This film really challenged my perspectives, and it’s important to speak up and ask, “Is this okay? Shouldn’t we be informed about possible dangers to our health? Why is it so difficult to make healthy food choices?” If we ignore these issues, our health will likely decline. I’m happy I motivated people to be more active, but I hope to be remembered for also helping the country improve its eating habits.

2025-09-30 03:57

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