Fitness trainer and health campaigner Joe Wicks has sparked debate with his new “Killer Bar.” This product appears in Joe Wicks’ recent Channel 4 documentary, *Joe Wicks: Licensed to Kill.* It’s an ultra-processed protein snack you should avoid. It clearly shows what Wicks and his co-authors say about the weak laws and tricky tactics in the growing ultra-processed food (UPF) industry.

Wicks, known as ‘The Body Coach,’ teamed up with experts to make a bar. It has a few additives, but is still considered healthy. The idea, inspired by Dr Chris van Tulleken’s UPF work, aims to share advanced science. It presents a clear and impactful warning for everyone.

A Product with a Chilling Twist

The “Killer Bar” uses shocking images on its packaging to make its message clear. On one side, there’s the healthy, smiling Wicks. On the other side, he appears terminally ill, alongside the Grim Reaper. Wicks stated that the goal is to create a “great vehicle to discuss this topic.” He wants to “highlight the lenient laws” that let some ingredients be used and sold to consumers as health products.

The documentary and bar showcase ingredients tied to health issues, including gut problems, heart disease, and anxiety. Wicks aims to make the government require clear warnings about the health risks of ultra-processed foods. These could look like the black octagonal signs used in countries like Chile.

Backlash and Expert Debate

Many consumers and public health activists have praised Wicks for his bold campaign. However, the strategy has faced some criticism. Some experts, like gut specialist Tim Spector, believe Wicks’s “anti-UPF rhetoric” and focus on one product oversimplify the complex science of diet and nutrition. Critics argue that the campaign may be “fear-mongering.” They believe it could mislead consumers rather than offer balanced, long-term dietary advice.

Wicks, anticipating criticism, stated he cares about the “positive impact” of sharing the “truth about the foods we’re eating.” He based this on his own early experiences with a poverty-level diet that relied heavily on these foods.

Joe Wicks has sparked debate about supermarket snacks, despite the controversy over his tactics. His focus on ingredients and regulations means the “Killer Bar” issue will keep food policy discussions alive in the coming months.