Joe Wicks, the fitness coach who became a household name during lockdown, has faced backlash from nutrition experts after describing sugar as 'addictive' and speaking about 'relapse' when breaking his 11-week sugar-free diet. The Body Coach, known for his upbeat personality and home workouts, had earlier this year announced he was cutting out all sugar, including fruit.
Registered dietitians and medical professionals have warned that such language risks promoting anxiety around food and could contribute to disordered eating behaviours. Dr Shashi Prasad, a women's hormonal health specialist, said that while excessive sugar consumption can activate reward pathways in the brain similar to addictive substances, overly negative framing of sugar as 'toxic' or a 'fear food' is unhelpful.
Nutritionist Gabriela Peacock agreed, stating that labelling foods as 'bad' or cutting them out entirely can create a fearful relationship with eating. The UK does have a sugar problem, with average consumption almost double the NHS guideline of 30 grams of free sugar per day, but experts advocate for a balanced approach rather than a complete ban.
Wicks has reported feeling more energised and focused since cutting sugar, and at age 40 says he is in the best shape since his 30s. However, the debate highlights the tension between addressing excessive sugar intake and avoiding diet culture rigidity.
