Joe Wicks, the fitness influencer known as 'The Body Coach', has drawn criticism from nutrition experts after announcing he has cut out all sugar, including fruit, from his diet. His description of sugar as 'addictive' and talk of 'relapse' when breaking his 11-week sugar-free streak have raised concerns about promoting unhealthy attitudes towards food.
While the UK does have a sugar problem—with NHS guidelines recommending no more than 30 grams of free sugar daily, yet average consumption nearly double that—experts warn that Wicks' language risks fostering food fear and disordered eating. Dr Shashi Prasad, a hormonal health specialist, said: 'Overly negative language that frames sugar as “toxic” or a “fear food” can be unhelpful, as it risks promoting anxiety around eating.'
Nutritionist Gabriela Peacock echoed this, stating: 'When we label foods as “bad” or talk about cutting things out entirely, it risks creating a fearful or negative relationship with eating.' She acknowledged that reducing added sugar can have benefits, such as improved energy and skin, but cautioned against total bans.
Wicks has reported feeling 'more energised, more focused' since cutting sugar, and at age 40, says he is in the best shape since he was 30. However, experts argue that a balanced approach, rather than complete elimination, is healthier. The Soft Drinks Industry Levy introduced in 2018 has already reduced daily free sugar intake by up to 11 grams for adults, suggesting policy can work without extreme measures.
The debate highlights the fine line between promoting healthier eating and encouraging diet culture rigidity. As one expert put it, the question is whether we need a full ban or just a smarter relationship with sweet foods.
