Fitness coach Joe Wicks is launching the UK’s “most dangerous” protein bar with ingredients linked to cancer, diarrhoea, stroke and early death. The influencer, who shot to fame during the pandemic for making popular home workout videos, is marketing his “Killer” bar to the public to highlight the nation’s obsession with ultra-processed food (UPF).
A Channel 4 documentary sees Joe, 40, team up with leading TV medic and scientist Professor Chris Van Tulleken to develop the bar, with notorious ingredients linked to serious health issues. All are entirely legal in the UK and commonly found in other products. A promotional video for the bar says: “You’ve heard of killer abs, killer whales — well now, meet the killer bar.
“Created by fitness guru Joe Wicks. Higher protein, higher fibre and a higher risk of cancer.”
The advert warns of side effects including diarrhoea, stroke and an early death, adding: “Is it legal? Surprisingly yes. Healthy? Yeah, right.”
The stunt is intended to highlight the potentially harmful ingredients permitted by food regulators and lobby the Government to change food laws.
Joe said: “There really is a strong and growing body of science and evidence now to show that these foods are damaging our health.
“I really believe we shouldn’t accept this as the norm and carry on as we are. We deserve a chance to eat better.”
Prof Van Tulleken is the author of bestselling book Ultra-Processed People, which exposed the methods used by food companies to keep consumers hooked on junk.
Numerous have linked UPFs to a greater risk of dying early and increased risk of a raft of conditions including heart disease, type 2 diabetes, obesity, some cancers and depression.
Joe Wicks: Licensed to Kill, will air on Monday October 6 at 8pm.
