Guardian review
Prof Chris van Tulleken has teamed up with the health fitness influencer, Joe Wick, and is selling an Ultra-Processed Health Bar: 200 health benefits, low salt, a source of fibre, and 27 vitamins and minerals. Check it out at killerbar.co.uk
Not only is the KILLER bar packed with additives linked to cancer, stroke and even early death, it’s also high in saturated fat, sugar, and calories. If you eat too many, it may even give you diarrhoea.
But with its 19g of protein, 27 vitamins and minerals and over 200 health and nutritional benefits, it also claims to be healthy, exposing the absurdity of our food labelling standards.
So why am I selling it?
I created the KILLER bar to pressure the Government into changing the regulations around ultra-processed foods (UPFs). The bar shows both the potential harms of a UPF-heavy diet, and how the food industry can deliberately mislead consumers through clever marketing.
Today, ultra-processed foods (UPFs) make up the majority of what we eat in the UK. Poor diet is now linked to around 14% of premature deaths in this country, yet I believe that the Government is failing to act.
That’s why I made the KILLER bar. To show not only the glaring issues of our food system, but the potential solutions as well.
Media:
Guardian review.
https://www.theguardian.com/tv-and-radio/2025/oct/06/joe-wicks-licensed-to-kill-review-protein-bars-channel-4
The industry funded Journal Nutraingredients has industry doesn’t claim their bars are ‘healthy’. just ‘healthier’ https://www.nutraingredients.com/Article/2025/10/07/joe-wicks-demonizes-protein-bars-industry-reacts/
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