Top UK diet experts have accused fitness guru Joe Wicks of 'scaremongering' following his launch of a protein bar designed to highlight the dangers of ultra-processed foods (UPFs). The 38-year-old, known as The Body Coach, unveiled the 'Killer Bar' last week ahead of his new Channel 4 series, created with TV doctor Professor Chris van Tulleken. Wicks urged fans to buy the bar but not eat it, with profits going to healthy-eating charities.
Professor Tim Spector, founder of the ZOE app and genetic epidemiology expert at King's College London, branded the move a 'panic' tactic that risks 'frightening people away from every product that comes in a packet'. Dr Federica Amati, ZOE's head nutritionist, argued the show left viewers 'alarmed' and confused, adding: 'The focus should be on solutions rather than pure scaremongering.'
Critics pointed out that the Nova classification system, used to define UPFs, does not necessarily indicate health risk. Dr Amati noted that some processed foods like Weetabix or wholegrain breads can be part of a healthy diet. Registered nutritionist Rob Hobson said the show wrongly portrayed UPFs as 'toxic', when the science does not support such a black-and-white view.
Hobson suggested a more constructive approach would be to teach people how to choose better options or make their own snacks, rather than simply telling them what not to eat. He called for clearer front-of-pack labelling and better public education on reading labels and building a balanced diet.
