You'll 'never touch a protein bar again' after 'vile' documentary leaves viewers shocked

Protein bars have become a 'go to' snack for after the gym, a run or any sort of workout, but a new documentary is looking at whether they're actually any good for us or not.

Fitness expert Joe Wicks, the guy who led us all through PE and workouts during Covid, has launched a deep dive into protein bars in the UK for his new Channel 4 documentary Joe Wicks: Licensed to Kill.

The documentary sees him looking into the breakdown of ingredients as he creates his very own protein bar to 'highlight the potentially harmful ingredients permitted by food regulators to be sold on our shelves'.

"In the film, Joe learns about the country’s health crisis due to our over-consumption of ultra-processed food - linked to 14% of premature deaths in the UK," Channel 4 explained.

"Determined to do something about it, he enlists the help of doctor and scientist, Professor Chris van Tulleken and creates the UK’s most dangerous health bar."

"Joe’s KILLER protein bar includes notorious ingredients linked to cancer, diarrhoea, stroke and early death, all of which are entirely legal in the UK and commonly found in other products."

The documentary, which aired on Channel 4 on Monday 6 October at 8pm, is already provoking a strong reaction.

In a number of reviews, the documentary has been praised for lifting the lid on what really goes in our food, with Guardian reviewer Jack Searle branding it 'TV so vile you’ll never touch a protein bar again'.

The Times' Carol Midgley also praised 'down-to-earth Wicks' for his efforts, describing the documentary as 'brave television'.

Over on social media, one person wrote: "Love the Joe Wicks Killer initiative. Genius in its unveiling of rampant commercialism. Nothing new there but it also highlights just how much the receiving population are complete suckers too. Independent thought and educated conviction seems to be a thing of the past."

Another added: "Joe Wicks is 100% right making this bar. His intentions are good. This country DOES need a wake up call with what is actually in our food."

However, not everyone's on board with the message behind the documentary, with others arguing it goes 'too far' against a complex backdrop of eating disorders, money struggles and more.

"This is too far," one person commented on Instagram after Wicks posted about his campaign.

"Imagine pushing this narrative during a cost of living crisis when people are more confused about food than ever!!

"The risks of demonising UPFs outweigh any benefits of cutting them out, especially when we all know deep down that moderation is key. You’ve gone from making fitness accessible to dividing people & cherry picking data to push your own problematic eating behaviours onto others.

"Please just stop."

Another person echoed: "I’m an eating disorder recovery coach and your name is persistently arising recently. In the worst way possible. You have such a big platform and your use of it is deplorable of late.

"Your Jaffa cake ‘relapse’ last month demonstrates exactly what happens when you create a scarcity/moralistic approach to your food. It’s shameful that you are promoting your recent disordered ventures to others who will be left dealing with the consequences alone."

A third posted: "This is really disappointing, especially coming from a Dad. This biggest I risk here seems to be scaring people and demonising food.

"As I’ve always said, it should be about balance, not labels. Yes, overconsumption is an issue - but applies to everything. Even the healthiest foods aren’t good for you in excess.

"Food isn’t the enemy. It’s our relationship with it, and finding balance, that really matters. Is this really the right message to be sharing with our younger generation?"

Speaking about making this documentary, Joe Wicks 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."

FOODBible has reached out to Joe Wicks and Channel 4 for comment.