The documentary “Joe Wicks: Licensed to Kill” provocatively challenges the protein bar industry and the food-retail phenomenon of recent years. Protein bars are marketed as convenient sources of protein, yet many contain artificial additives that undermine their health benefits.
Joe Wicks and His Mission
Joe Wicks, the fitness influencer renowned for his approachable exercise routines during the COVID-19 pandemic, has taken a stand. He is using his platform to highlight issues surrounding ultra-processed foods, especially protein bars laden with harmful substances.
In collaboration with health journalist Dr. Chris van Tulleken, Wicks has embarked on a bold project: creating a deliberately unhealthy protein bar named “Killer.” This initiative aims to reveal the inadequacies of current food safety regulations.
The Problem with Protein Bars
- Many protein bars are loaded with artificial ingredients.
- They’re often classified as ultra-processed foods.
- Health risks associated with these bars include digestive issues and increased chances of serious conditions like stroke and cancer.
The documentary emphasizes that even when ingredients meet legal standards, these regulations may be insufficient to protect consumer health. Wicks and van Tulleken contend that the public is misled about the actual safety of these products.
Creating the ‘Killer’ Protein Bar
As part of their experiment, Wicks and van Tulleken enlisted the help of food-product experts. They aimed to design a protein bar that, while legally compliant, is intentionally detrimental to health. Their goal is to spark a conversation about the need for stricter food regulations.
Marketing specialists contributed to the branding of the ‘Killer’ bar. However, Wicks faced an ethical dilemma regarding the implications of selling a harmful product.
Ethical Dilemmas and Public Health
- Wicks had to weigh the potential impact of their actions against public health.
- Staff members at his headquarters were required to sign waivers before tasting the product.
- Wicks reflected on his past experiences with unhealthy foods and the importance of making better choices.
Dr. van Tulleken encouraged a radical approach, asserting that drastic measures were necessary to combat the rising tide of unhealthy food products. Their efforts culminated in the release of the “Killer” protein bar.
Conclusion and Future Implications
The documentary concludes with the ‘Killer’ bar hitting the market, leaving viewers eager for more information on the fallout from this controversial experiment. While the episode ends abruptly, the message is clear: there is a pressing need to examine the proliferation of ultra-processed foods.
As consumers, it may be wise to reconsider our snack choices. After all, reaching for an apple or a handful of nuts could be a healthier alternative than indulging in misleading protein bars.
