A new Channel 4 documentary to be shown next week follows fitness coach Joe Wicks as he creates what the show pitches as “the UK’s most dangerous health bar”.

Joe Wicks: Licensed to Kill will air on Monday 6th October at 8PM.

In the one-off documentary, Joe Wicks sets out to highlight the health dangers of ultra-processed food by carrying out a deliciously provocative stunt – all designed to convince the government into taking decisive action on UPFs. 

In the film, Wicks learns about the country’s deepening health crisis and over-consumption of ultra-processed food – linked to 14% of premature deaths in the UK. Determined to do something about it, he enlists the help of doctor and scientist, Professor Chris van Tulleken.

Wick’s KILLER protein bar includes a battery of ingredients linked to cancer, diarrhoea, stroke and early death, all of which are currently entirely legal in the UK and commonly found in other products. But the pack design, taking its cue from other products, shouts that it contains “200+ Health & Nutritional Benefits” and is “Low Salt”, “High Fibre” and contains “19g protein”. 

This week, Wicks is launching his KILLER bar to the general public and the media. But he’s not just going to make the bar: he’s going to sell it to the public, in a bid  to hold the government to account for not doing enough to protect public health

Speaking about making this documentary, Wicks said: “There really is a strong and growing body of science and evidence now to show that these foods are damaging our health. I really believe we shouldn’t accept this as the norm and carry on as we are. We deserve a chance to eat better.”

Images: Channel 4/Joe Wicks