Today, Joe Wicks is launching his very own protein bar – with a deathly difference. The KILLER bar is stuffed full of additives that can cause diarrhoea[i], and are linked to higher rates of cancer[ii], stroke[iii] and early death[iv], whilst also containing more health and nutritional benefits than any other in Britain. It’s available to buy now at www.killerbar.co.uk
Joe created KILLER alongside food systems expert and NHS doctor, Professor Chris van Tulleken, to highlight how easy it is for ultra-processed products containing potentially harmful ingredients to be marketed as health foods. Joe is selling the bar as part of a campaign to pressure the government into changing the regulations around how ultra-processed foods are marketed. But he’s not doing this to launch a business – all revenue will go to charities promoting healthy eating.
KILLER is available to buy now, and there will also be an official unveiling of the KILLER bar tomorrow morning, Tuesday September 30th. Interviews with Joe and Chris can also be arranged. Please use the contact details below to contact the team.
The delicious chocolate orange KILLER bar contains 96 ingredients, including potentially harmful additives such as the sweetener aspartame, classed as a 2B carcinogen by the World Health Oraganisation[v], the sweetener xylitol that has been associated with a higher risk of cardiovascular disease[vi], the emulsifier carboxymethylcellulose which may promote intestinal inflammation, and sugar alcohol, glycerol, commonly found in slushie drinks, which consumed at high levels can cause intoxication and loss of consciousness in children[vii]. It also has more e-numbers associated with a higher risk of stroke[viii] than any other comparable product on the market. All the additives are completely legal.
Despite the potential health risks of KILLER, it also claims to be healthy – just like other leading protein bars. It contains 19g of protein, 27 vitamins and minerals and 200+ health and nutritional benefits… more than any other in Britain.
The stomach-churning ingredient list, which Professor van Tulleken points out are all commonly found in popular ultra-processed food products, highlights how prevalent these additives are in everyday snacks. KILLER also contains preservatives commonly found in shampoo[ix], thickeners used in drilling oil[x] and artificial sweeteners recently flagged by the government’s own advisors as unsuitable for young children in drinks[xi].
KILLER also has an innovative packaging design. One side of the bar will highlight its health claims but on the back it will carry stark warnings in a UK first: that excessive consumption may increase the risk of diarrhoea, cancer, stroke – and early death as well as being high in calories, sugar and saturated fat and containing sweeteners, ‘not recommended for children’.
Despite selling the bar, Joe is warning the public that they should not eat KILLER – saying “buy it, talk about it, just don’t eat it!” Chris van Tulleken says, “as one of the creators I’d advise against eating this product. It’s high in calories, saturated fat and sugar as well as being packed full of potentially harmful additives. We’re selling it to demonstrate the breathtaking lack of regulations in this country which mean you can legally sell a product deliberately designed to be unhealthy, AND even market it as a health product”.
Despite the government’s incoming restrictions around TV and online advertising for certain identifiable ‘less healthy’ and High Fat Salt Sugar (HFSS) products, the KILLER bar astonishingly manages to be exempt as the product is not classified HFSS.
Joe Wicks said “I understand why some people may be angry and think we should stop selling the product, but this isn’t that different to what the food industry does every day. I will, however, stop selling it if the Government tightens up the laws around UPFs — starting with black warning labels, like those already used across South America and Mexico. Only then will people be able to make informed decisions about the products they eat. There is a really strong and growing body of science now to show that ultra-processed foods are damaging our health. I really believe we shouldn’t accept this as the norm. We deserve a chance to eat better. I am passionate about helping people make better food choices and believe that it’s time that the government wakes up to the ticking time bomb of ultra processed food. I don’t think they’re doing enough to protect us”.
The launch comes at a time when Britain eats more ultra processed food than anywhere on earth, after the US. Britain’s obesity crisis is worse than it’s ever been. Two in three adults are overweight or living with obesity[xii] , UPF forms nearly 60% of an average adult’s diet, that number soars to 67%[xiiii] in children, and for those on low incomes it’s up to 80%[xiv]. For the first time, there are more children in the world who are obese than underweight[xv], which experts are now linking to the rise of UPF products.
Sales of protein bars, powders and drinks have surged in the last year by 24.2%[xvi], as protein bars have shifted from the preserve of bodybuilders and elite athletes and into the mainstream. A recent study showed nearly half of consumers think protein bars are healthy[xvii].
The process of manufacturing the bar has been filmed for a Channel 4 documentary called Joe Wicks: Licensed to Kill, broadcast on Monday 6th October at 8pm.
ENDS
[i] ‘Some foods contain polyols naturally, such as certain fruits and vegetables. If polyols added to a food or drink make up more than 10% of a product, the product label must state that excessive consumption may produce laxative effects.’ – NHS
https://www.nhs.uk/live-well/eat-well/food-types/are-sweeteners-safe/#:~:text=Some%20foods%20contain%20polyols%20naturally,consumption%20may%20produce%20laxative%20effects.
‘Individuals who take consumption of excessive amounts of polyols may experience gastrointestinal symptoms, such as gas, diarrhea, and laxative effects, like over-intake of high-fiber foods and beans’ – Shiyong Ding (2020), The effects of sugar alcohols on rheological properties, functionalities, and texture in baked products – A review, Trends in Food Science & Technology
https://www.sciencedirect.com/science/article/abs/pii/S0924224421001990#:~:text=The%20laxative%20threshold%20value%20(LTV,into%20plaque%20or%20harmful%20acids.
[ii] ‘IARC is the cancer research agency of the WHO. One of its major roles is to identify causes of cancer. IARC classifies aspartame as “possibly carcinogenic to humans” (Group 2B), based on limited evidence it might cause cancer (specifically liver cancer) in people.’ – American Cancer Society (July 25, 2023), Aspartame and Cancer Risk
https://www.cancer.org/cancer/risk-prevention/chemicals/aspartame.html#:~:text=IARC%20is%20the%20cancer%20research,specifically%20liver%20cancer)%20in%20people.
‘IARC classified aspartame as possibly carcinogenic to humans (Group 2B) on the basis of limited evidence for cancer in humans (specifically, for hepatocellular carcinoma, which is a type of liver cancer). There was also limited evidence for cancer in experimental animals and limited evidence related to the possible mechanisms for causing cancer.’ – World Health Organisation, International Agency for Research on Cancer (IARC)
https://www.iarc.who.int/wp-content/uploads/2023/07/Aspartame_PR.pdf
‘Here, we demonstrate in a preclinical model of colitis-induced colorectal cancer that regular consumption of dietary emulsifiers, carboxymethylcellulose or polysorbate-80, exacerbated tumor development. Enhanced tumor development was associated with an altered microbiota metagenome characterized by elevated levels of lipopolysaccharide and flagellin. We found that emulsifier-induced alterations in the microbiome were necessary and sufficient to drive alterations in major proliferation and apoptosis signaling pathways thought to govern tumor development. Overall, our findings support the concept that perturbations in host–microbiota interactions that cause low-grade gut inflammation can promote colon carcinogenesis.’ – Emilie Viennois (2017), Dietary Emulsifier-Induced Low-Grade Inflammation Promotes Colon Carcinogenesis, Cancer Research
https://aacrjournals.org/cancerres/article/77/1/27/616090/Dietary-Emulsifier-Induced-Low-Grade-Inflammation
[iii] ‘The findings from this large-scale prospective cohort study suggest a potential direct association between higher artificial sweetener consumption (especially aspartame, acesulfame potassium, and sucralose) and increased cardiovascular disease risk. Artificial sweeteners are present in thousands of food and beverage brands worldwide, however they remain a controversial topic and are currently being re-evaluated by the European Food Safety Authority, the World Health Organization, and other health agencies… Aspartame intake was associated with increased risk of cerebrovascular events (1.17, 1.03 to 1.33, P=0.02; incidence rates 186 and 151 per 100 000 person years in higher and non-consumers, respectively)’ – M. Touvier (2022) Artificial sweeteners and risk of cardiovascular diseases: results from the prospective NutriNet-Santé cohort, BMJ
https://www.bmj.com/content/378/bmj-2022-071204
‘Now, a large study has found a potential link between artificial sweeteners and an increased risk of strokes, heart attacks, and related cardiovascular problems’
https://www.health.harvard.edu/heart-health/sugar-substitutes-new-cardiovascular-concerns
‘Xylitol is associated with incident MACE [Major Adverse Cardiac Event] risk. Moreover, xylitol both enhanced platelet reactivity and thrombosis potential in vivo. Further studies examining the cardiovascular safety of xylitol are warranted.’ – Dr Stanley Hazen (2023), Xylitol is prothrombotic and associated with cardiovascular risk, European Heart Journal
https://academic.oup.com/eurheartj/article-abstract/45/27/2439/7683453?redirectedFrom=fulltext&login=false
‘Higher blood levels of the artificial sweetener xylitol were associated with increased risk of heart attack and stroke in people.’ – Brian Doctrow, Ph.D. (2023), Xylitol may affect cardiovascular health
https://www.nih.gov/news-events/nih-research-matters/xylitol-may-affect-cardiovascular-health
As reported in CNN & New Scientist:
https://edition.cnn.com/2024/06/06/health/xylitol-heart-attack-stroke-wellness/index.html
https://www.newscientist.com/article/2434553-sweetener-xylitol-linked-to-higher-risk-of-heart-attacks-and-strokes/
[iv] ‘Over a mean follow-up of 11 years, 10,203 deaths were recorded. Five categories of MUPs showed significant associations with mortality risk. Flavour additives (40% versus 10% of total food intake, HR: 1.20, 95% CI: 1.08–1.33, P<0.0011), colouring agents (20% versus 3%, HR: 1.24, 1.10–1.39, P<0.0001), and sweeteners (20% versus 0%, HR: 1.14, 1.06–1.23, P<0.0043) were strongly linked with higher risk. Flavour enhancers (HR: 1.07, P=0.025) and certain sugars, including fructose and lactose, also carried elevated risk. Thirteen specific additives, including acesulfame, saccharin, sucralose, glutamate, ribonucleotide, and maltodextrin, were associated with increased mortality, while gelling agents showed an inverse relationship. Overall UPF intake was also linked to higher risk of death, with results robust in sensitivity analyses.’ – Kathrin Marie Krost (2025) Association of 37 markers of ultra-processing with all-cause mortality: a prospective cohort study in the UK Biobank, The Lancet
https://www.thelancet.com/pdfs/journals/eclinm/PIIS2589-5370(25)00380-3.pdf
As Reported In European Medical Journal:
https://www.emjreviews.com/general-healthcare/news/90521-2/
Our findings show that suboptimal diet is responsible for more deaths than any other risks globally, including tobacco smoking, highlighting the urgent need for improving human diet across nations.’ – GBD 2017 Diet Collaborators (2017), Health effects of dietary risks in 195 countries, 1990–2017: a systematic analysis for the Global Burden of Disease Study 2017, The Lancet
https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(19)30041-8/fulltext
‘Considering the magnitude of the association between ultraprocessed foods intake and all-cause mortality and the ultraprocessed food dietary share number (percentage ultraprocessed food) in each of the 8 selected countries, estimations varied from 4% (Colombia) to 14% (United Kingdom and U.S.) of premature deaths attributable to ultraprocessed food intake.’ – Eduardo A.F. Nilson (2025), Premature Mortality Attributable to Ultraprocessed Food Consumption in 8 Countries, American Journal of Preventive Medicine (AJPM)
https://www.ajpmonline.org/article/S0749-3797(25)00072-8/abstract
[v] ‘IARC is the cancer research agency of the WHO. One of its major roles is to identify causes of cancer. IARC classifies aspartame as “possibly carcinogenic to humans” (Group 2B), based on limited evidence it might cause cancer (specifically liver cancer) in people.’ – American Cancer Society (July 25, 2023), Aspartame and Cancer Risk https://www.cancer.org/cancer/risk-prevention/chemicals/aspartame.html#:~:text=IARC%20is%20the%20cancer%20research,specifically%20liver%20cancer)%20in%20people .
‘IARC classified aspartame as possibly carcinogenic to humans (Group 2B) on the basis of limited evidence for cancer in humans (specifically, for hepatocellular carcinoma, which is a type of liver cancer). There was also limited evidence for cancer in experimental animals and limited evidence related to the
possible mechanisms for causing cancer.’ – World Health Organisation, International Agency for Research on Cancer (IARC)
https://www.iarc.who.int/wp-content/uploads/2023/07/Aspartame_PR.pdf
[vi] In accordance with previous studies, both carboxymethylcellulose and polysorbate 80 induced a lasting seemingly detrimental impact on microbiota composition and function… These results indicate that numerous, but not all, commonly used emulsifiers can directly alter gut microbiota in a manner expected to promote intestinal inflammation.’ – Sabrine Naimi (2021), Direct impact of commonly used dietary emulsifiers on human gut microbiota, BMC
https://microbiomejournal.biomedcentral.com/articles/10.1186/s40168-020-00996-6
‘Commonly used synthetic dietary emulsifiers, including carboxymethylcellulose (CMC) and polysorbate-80 (P80), promote intestinal inflammation.’ – Esmat Rousta (2021), The Emulsifier Carboxymethylcellulose Induces More Aggressive Colitis in Humanized Mice with Inflammatory Bowel Disease Microbiota Than Polysorbate-80, MDPI
https://www.mdpi.com/2072-6643/13/10/3565
[vii] ‘Consumption of slush ice drinks containing glycerol may cause a clinical syndrome of glycerol intoxication in young children, characterised by decreased consciousness, hypoglycaemia, lactic acidosis, pseudohypertriglyceridaemia and hypokalaemia. This mimics inherited disorders of gluconeogenesis and glycerol metabolism. Clinicians and parents should be alert to the phenomenon, and public health bodies should ensure clear messaging regarding the fact that younger children, especially those under 8 years of age, should avoid slush ice drinks containing glycerol.’ – Shona LC Brothwell (2025), ‘Glycerol intoxication syndrome in young children, following the consumption of slush ice drinks’, BMJ
https://adc.bmj.com/content/early/2025/02/10/archdischild-2024-328109
“21 children were hospitalised. Most lost consciousness and showed signs of low sugar and high acidity in the blood, four needed brain scans and one had a seizure. Milder symptoms include nausea and vomiting.” – Philippa Roxby (2025), ‘Children under eight should avoid drinking slushies, doctors warn’, BBC News
https://www.bbc.co.uk/news/articles/c0l196l2k8ko
”Because it is a sweetener and moistener, many processed foods contain small quantities of glycerol. Check your packet of tortilla wraps, chewing gum, cake icing or cereal bars. Glycerol usually appears towards the bottom of the ingredients list, showing that that product contains a small amount. Glycerol intoxication can happen in children aged about ten and under, causing headaches, sickness, and in extreme cases, shock, hypoglycaemia and loss of consciousness. This is because their smaller bodies cannot break glycerol down as efficiently as an adult or older child. Because some slushy drinks contain particularly high levels of glycerol, the FSA recommends that children under 10 only consume limited amounts and retailers do not offer free refills.’ – The Safer Food Group (2024)
https://www.thesaferfoodgroup.com/knowledge/what-is-glycerol-and-is-it-safe-to-consume/#:~:text=What%20foods%20and%20drinks%20contain,cake%20icing%20or%20cereal%20bars.
[viii] Aspartame, Sucralose & Xylitol have been associated with a higher risk of stroke vs max. 2 (other leading UK Protein Bars)‘The findings from this large-scale prospective cohort study suggest a potential direct association between higher artificial sweetener consumption (especially aspartame, acesulfame potassium, and sucralose) and increased cardiovascular disease risk. Artificial sweeteners are present in thousands of food and beverage brands worldwide, however they remain a controversial topic and are currently being re-evaluated by the European Food Safety Authority, the World Health Organization, and other health agencies… Aspartame intake was associated with increased risk of cerebrovascular events (1.17, 1.03 to 1.33, P=0.02; incidence rates 186 and 151 per 100 000 person years in higher and non-consumers, respectively)’ – M. Touvier (2022) Artificial sweeteners and risk of cardiovascular diseases: results from the prospective NutriNet-Santé cohort, BMJ
https://www.bmj.com/content/378/bmj-2022-071204‘Now, a large study has found a potential link between artificial sweeteners and an increased risk of strokes, heart attacks, and related cardiovascular problems’
https://www.health.harvard.edu/heart-health/sugar-substitutes-new-cardiovascular-concerns‘Xylitol is associated with incident MACE [Major Adverse Cardiac Event] risk. Moreover, xylitol both enhanced platelet reactivity and thrombosis potential in vivo. Further studies examining the cardiovascular safety of xylitol are warranted.’ – Dr Stanley Hazen (2023), Xylitol is prothrombotic and associated with cardiovascular risk, European Heart Journal
https://academic.oup.com/eurheartj/article-abstract/45/27/2439/7683453?redirectedFrom=fulltext&login=false‘Higher blood levels of the artificial sweetener xylitol were associated with increased risk of heart attack and stroke in people.’ – Brian Doctrow, Ph.D. (2023), Xylitol may affect cardiovascular health
https://www.nih.gov/news-events/nih-research-matters/xylitol-may-affect-cardiovascular-healthAs reported in CNN & New Scientist:
https://edition.cnn.com/2024/06/06/health/xylitol-heart-attack-stroke-wellness/index.html
https://www.newscientist.com/article/2434553-sweetener-xylitol-linked-to-higher-risk-of-heart-attacks-and-strokes/
[ix] Sodium Benzoate [found in Shampoo]
[x] Xanthan Gum [found in Drilling Oil]
[xi] ‘For younger children, SACN recommends: not giving them drinks sweetened with sugar or NSS’ – (2025) Scientific Advisory Committee on Nutrition
https://www.gov.uk/government/publications/sacn-statement-on-the-who-guideline-on-non-sugar-sweeteners/sacn-statement-on-the-who-guideline-on-non-sugar-sweeteners-summary
[xii] ‘In 2022, 29% of adults were living with obesity, and 64% were overweight or living with obesity.’ – NHS
https://digital.nhs.uk/data-and-information/publications/statistical/health-survey-for-england/2022-part-2/adult-overweight-and-obesity
[xiii] UPFs make up a whopping 67% of daily energy intake for under 14-year-olds in the UK’ – (2023) Ultra-processed foods are robbing children of the experience of learning to eat, Soil Association
https://www.soilassociation.org/blogs/2023/december/12/ultra-processed-foods-are-robbing-children-of-the-experience-of-learning-to-eat/Parnham, J.C. et al. (2022). The Ultra-Processed Food Content of School Meals and Packed Lunches in the United Kingdom. Nutrients, 14(14), 296
https://www.mdpi.com/2072-6643/14/14/2961
[xiv] ‘In the UK, 60% of the average diet now consists of UPF and for some, especially people who are younger, poorer or from disadvantaged areas, including food swamps where it is hard to find a choice of food, a diet comprising as much as 80% UPF is typical.’ – Baroness Jenkin of Kennington, (October 2023), House Of Lords
https://hansard.parliament.uk/lords/2023-10-25/debates/291D1EC3-8EA2-4D1F-AEA9-55B5E1EFD880/ChildrenSHealthUltra-ProcessedFoods
[xv] The report warns that ultra-processed and fast foods – high in sugar, refined starch, salt, unhealthy fats and additives – are shaping children’s diets through unhealthy food environments, rather than personal choice. These products dominate shops and schools, while digital marketing gives the food and beverage industry powerful access to young audiences. – (2025) Obesity exceeds underweight for the first time among school-age children and adolescents globally, UNICEF
https://www.unicef.org/press-releases/obesity-exceeds-underweight-first-time-among-school-age-children-and-adolescents
[xvi] “Sales of protein bars, powders and drinks have surged by 24.2% to £225.6m on units up 16.6% in the past year.” – Rob Brown, The Grocer, 22 October 2024
https://www.thegrocer.co.uk/category-reports/protein-gets-the-feelgood-factor-protein-trends-2024/696936.article[xvii] Nearly half (46%) of European consumers think protein bars are healthy, according to our recent Healthy Snacking U&A Study1, which includes 3,873 consumers in five European countries (France, Germany, Italy, Sweden, and the UK)” – Glanbia Nutritionals, Healthy Snacking U&A Study, 2022.
https://www.glanbianutritionals.com/en-gb/nutri-knowledge-center/insights/what-europeans-want-protein-bars
Please find images in the link below:
https://www.dropbox.com/scl/fo/rpq561yxvjacjjud9abjr/AJWB4qoGmESchuOOzAxckUQ?rlkey=ku1k1dz969iagyduijxxahnxa&st=j8m923wc&dl=0