09/10/2025
Joe Wicks has succeeded in bringing back to the fore of our attention the health and diet of the Nation, with a message that UPF’s (Ultra processed foods) are not good for us if we ‘Over-consume’ them.
Done so by targeting Protein Bars as the mechanism to highlight his crusade!
And it is a crusade!
I genuinely believe he wants to make change and donate to charity… who cares if there is a cynical side to this in getting attention back on yourself and your business and making more money.
F**k it if the majority of what you’re doing in this crusade is Bull S**t! Hit me with some gooey eyes, a faux lack of understanding, floppy hair, a professor and I’m yours!
As long as you create a Monster, scare the populous, hammer on about Obesity, the Big ‘C’, then swoop in to save the day, the FACTS about wagwan don’t matter!
The program made sure to use words we ‘won’t really hear’ like; ‘MAY cause’, ‘LINKED to’, ‘ASSOCIATED with’, ‘CONTRIBUTES to’, before slapping us with ALL the diseases including Diarrhoea!! S**T! Literally! To help demonise and create the big bad additives Monster, without ONCE telling us HOW MUCH, for HOW LONG, we need to consume these products to actually be problematic.
And believe me they have access to this info, just neglected to put it in the program.
THE DOSE MAKES THE POISON. In the same way if we drink too much water, it can be deadly. But that doesn’t mean drinking water is deadly.
What does ‘OVER CONSUME’ mean?
It’s vague beyond annoying! An ‘association’ or a ‘may contribute to…’ does not equate to an actual CAUSE!
Is Aspartame safe? YES, in the doses we consume it. To reach the top end level, but still safe, you would have to drink 7ltrs of diet fizz per day, if you weighed 70kg!
7ltrs per day at 70kg. EVERYDAY!
Which is just NOT HAPPENING. Cancer Research UK states sweeteners DO NOT cause cancer. Just check out the NHS website!
As stated, the dose makes the poison and, in an attempt, to bring awareness about UPF’s this program fails, as it just demonises a food product that can be used in a helpful way. It does not educate, but fear monger.
Even the lawyer he went to, stated ALL the ingredients were safe to incorporate at the levels they used. When making the thing they made sure to stay within regulated limits.
Essentially Joe Wicks made a normal Protein Bar, compliant with the rules and regs of UK food standards.
But through some clever word play, marketing and a back story, we are made to believe it is the worst thing ever and one bite will kill you! Or at least give you the runs!
Eating high levels of UPF’s is not good for overall health, but this has NEVER been in doubt. The Gov has just passed legislation to ban BOGOF type promotions to try and raise health.
No-one thinks there isn’t a problem, but is fear mongering in this way, with not one single bit of actual researchable data, other than 60-80% consumption, in the program the best way to go about it?
I think calories were mentioned once in 45mins and we KNOW, FACTUALLY, that weight loss is the #1 factor in increasing health markers, regardless of food quality. Protein bars are a useful tool in the weight loss process.
Over consumption of ANYTHING is harmful. But what a flaky c**k of a sentence that is because it means bu**er all unless we know what number and units come with it.
Eat a protein bar.
Drink a diet Pepsi.
Don’t listen to this type of crap!
Big Luv
DT
