Back to today’s briefing

Story perspectives

Joe Wicks' 'Killer Bar' Sparks Controversy Over UPFs

10/8/2025

29 2

Summary

Story summary

Joe Wicks launched "Killer Bar" in a UK documentary to highlight ultra-processed foods (UPFs) risks.
Experts criticized the campaign as scaremongering and oversimplified dietary issues.
Wicks' bar contains additives and claims health; experts say it misrepresents protein bars.
Critics urge moderation and transparency over demonization.
The NOVA classification in the show is inadequate, and Wicks acknowledged criticism, calling for systemic change.

1 of 1

Story summary

Joe Wicks launched "Killer Bar" in a UK documentary to highlight ultra-processed foods (UPFs) risks.
Experts criticized the campaign as scaremongering and oversimplified dietary issues.
Wicks' bar contains additives and claims health; experts say it misrepresents protein bars.
Critics urge moderation and transparency over demonization.
The NOVA classification in the show is inadequate, and Wicks acknowledged criticism, calling for systemic change.