Joe Wicks, also known as The Body Coach, is a health and nutrition influencer, TV presenter, and coach, who is looking to shake things up in the United Kingdom. He has launched his own protein bar called the Killer Bar, although he’s not trying to sell millions of bars and make it a huge success. The Killer Bar has been put together and is indeed available for purchase, purely to prove a point and encourage the local government to make some changes.
What Joe Wicks and his Killer Bar are trying to do is show you how ultra-processed foods can be promoted as high-protein, health-conscious snacks, and at the same time hide many adverse effects that come with the massive list of ingredients that go into making them. The Killer Bar puts this on display in the best way possible with a bar that has 19g of protein, 22g of carbohydrates, 6g of fat, 206 calories, and added vitamins and minerals, but is made from over 80 different ingredients.
The Killer Bar uniquely comes in two wrappers, one that presents it as a better-for-you snack with a good amount of protein, high fiber, and low sodium. Then there is another one that is about all of the negatives of the product, highlighting potential risks from excessive consumption of the product such as cancer, diarrhea, stroke, and early death. It also has warning labels for “High In Sugar”, “High In Calories”, and “High In Saturated Fat”.
Again, the idea is to show you how ultra-processed foods can make something to be presented as good and bad, in an effort to encourage the government to introduce things like front-of-pack warnings, like in South America, Canada, and proposed here in the US. The Killer Bar can be purchased at £2.29 (3.09 USD) from killerbar.co.uk, but again, it is purely to encourage discussion and awareness, and the website actually warns “Do Not Eat This Bar”.
