Featured Image Credit: Instagram/Joe Wicks
Topics: Food And Drink, Health, Channel 4, Documentaries
Brenna Cooper
Topics: Food And Drink, Health, Channel 4, Documentaries
This is the reason why a 'deadly' protein bar created by Joe Wicks is entirely legal to sell in the UK.
Earlier today, the fitness guru revealed that he'd teamed up with Professor Chris van Tulleken to create his very own protein bar, a snack which is becoming increasingly popular amongst young fitness fanatics around the world.
Despite typically tasting of chalk, the main selling point for such products is claims about high levels of protein, vitamins, minerals and fibre, all things which are required for a healthy diet.
Advert
However, Wicks' addition to the market is a little more unconventional than other brands.
Named 'Killer', the protein bar claims to be the 'most dangerous health bar' on the market and contains ingredients which can cause 'strokes, cancer, diarrhoea and even death', which is certainly a choice when it comes to promoting a product.
So why have Wicks and van Tulleken decided to create a product packed with ingredients linked to various health concerns?
It's part of a new campaign by the pair aimed at raising awareness about the potential health risks associated with ultra-processed foods.
Advert
"A big part of the problem is that unhealthy food comes without warnings," van Tulleken wrote about the project for MailOnline, adding that he and Wicks are 'furious' about this.
The launch of the deadly protein bar coincides with Wicks' latest documentary, Joe Wicks: Licensed To Kill, which aims to expose the dangers of consuming ultra-processed food.
Naturally, you'd assume the food which makes it to the shelves in our supermarkets would be safe to eat and free of ingredients which may cause various health issues or even premature death.
However, this is not the case, according to Wicks and van Tulleken. So why are these items legal to sell?
Describing the bar as an 'extreme' version of products currently found on supermarket shelves, van Tulleken revealed all the legal yet potentially harmful ingredients they used in making Killer bars.
Advert
The list includes maltitol, a sugar alcohol which can lead to diarrhoea, as well as aspartame, a sweetener which the World Health Organisation has deemed a carcinogen and potentially increases your risk of stroke, and maltodextrin, a sweet thickener which can lead to intestinal inflammation.
Now this isn't to say that every protein bar on the market will cause the above side effects, but the pair are hoping the stunt will lead to increased awareness around the dangers of following a diet which is made up of mostly ultra-processed foods.
"There really is a strong and growing body of science and evidence now to show that these foods are damaging our health," Wicks added.
"I really believe we shouldn't accept this as the norm and carry on as we are. We deserve a chance to eat better."
Advert
Joe Wicks: Licensed to Kill will air on Channel 4 next Monday (6 October) at 8pm.