In a provocative and impactful stunt aimed at exposing the flaws in UK food regulation, fitness guru Joe Wicks and broadcaster Chris van Tulleken have launched a new, ultra-processed protein bar named 'Killer'. Despite being marketed with claims of '19g protein', '27 vitamins and minerals', 'high fibre', and '200 health and nutrient benefits'—exuding wholesome vitality with Wicks' image—the bar is deliberately designed to be unhealthy. The creators reveal that, far from being a health product, 'Killer' is high in saturated fat and sugar, contains 96 ingredients, and carries warnings of links to dementia, cancer, early death, and even diarrhoea.

The duo’s motivation stems from a deep frustration with worsening public health statistics and the existing regulatory landscape that allows unhealthy food to be marketed as beneficial without clear warnings. They argue that if a food carries a health claim, it's often a sign it's not actually good for you. Featured in a new Channel 4 documentary, 'Joe Wicks: Licensed To Kill', the project saw Wicks and van Tulleken deliberately engineering the bar to be as harmful as possible, using perfectly legal ingredients, to highlight the critical question: why don't foods known to be detrimental to health carry mandatory warning labels?

The process of creating the 'Killer' bar, described as a