Joe Wicks responds to 'killer' protein bar criticism after selling product that 'could cause cancer'

Joe Wicks has responded after receiving an onslaught of criticism following the launch of his Killer protein bar, for a Channel 4 documentary about ultra-processed foods.

The fitness influencer ruffled feathers when he announced he was selling the Killer Bar, filled with ingredients that can increase the risk of 'strokes, cancer, diarrhoea and even death'.

Many nutritionists called out the campaign, saying it was wasteful to produce a bar they didn't actually want people to buy or consume and that demonising all ultra-processed foods (UPFs) could have harmful effects.

A week after the documentary, Joe Wicks: Licensed to Kill, was released, Wicks has responded to feedback in a video posted on Instagram.

He said the Killer Bar was simply 'the vehicle for the discussion,' explaining that the wider conversation isn't really about protein bars at all.

"The documentary is about putting pressure on the government to change the labelling, be honest about the ingredients and be truthful to consumers," he said, "and that's really about giving people more knowledge about the decisions they make."

The 40-year-old defended the campaign, stating the importance of conversations around UPFs, as '80 percent of a child's diet in the UK is now coming from ultra-processed food.'

"We are seeing an increase in type 2 diabetes and obesity. One in four children are obese so it's not fair, it's not right. We're seeing an increasing in colon cancer in younger people," Wicks said.

"These are things we have to talk about. I know it's difficult and it's triggering, and it's provocative and it's confronting talking about the potential, the ingredients we're consuming in our diets and giving to our children are potentially leading to an increased risk in these things."

He went on to address the criticism from those who pointed out that he used to promote products like protein bars and shakes, while reaffirming the point that it's all about moderation.

"A lot of people, rightly so, were digging me out saying you used to promote Myprotein. Like yeah, eight or nine years ago I did used to eat Grenade bars, I did used to drink whey protein," he said.

"I stopped for my own personal reasons because it didn't do my gut any favours, and you can still get whey protein on some of the recipes in the app.

"I'm not saying you need to cut this food out from your diet completely, but it's not all health food and sometimes if you're consuming too much of it, it's not good for us."

Lastly, the nation's lockdown PT admitted that he didn't actually want to sell the bar, previously telling Good Morning Britain that it was 'symbolic' to raise awareness of the fact it was perfectly legal to sell.

He did however explain that any money made from the sales of the bar would be going to 'healthy eating charities'.

In the Instagram video, he said: "I didn't want to sell the bar at any point, you can see that throughout the whole thing. I wanted to just make it and talk about it, but you know, it is about genuinely putting something out in the world that really hopefully could genuinely make a difference."