Channel 4 follows Joe Wicks as he develops “KILLER” protein bar to expose the truth of ultra-processed food

A new Channel 4 documentary follows fitness coach Joe Wicks as he creates the UK’s most dangerous health bar to highlight the potentially harmful ingredients permitted by food regulators to be sold on our shelves.

Joe Wicks: Licensed to Kill, is produced by KEO Films and will air on Monday 6th October at 8PM.

In this one-off documentary, Joe Wicks and Professor Chris van Tulleken have an outrageous plan: to expose the truth of ultra-processed food by carrying out a highly provocative stunt, which they have designed to convince the government into changing our food laws for good.

In the film, Joe learns about the country’s health crisis due to our 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 and creates the UK’s most dangerous health bar. Joe’s KILLER protein bar includes notorious ingredients linked to cancer, diarrhoea, stroke and early death, all of which are entirely legal in the UK and commonly found in other products.

This week, Joe is launching his KILLER bar to the general public and the media. But Joe’s not just going to make the bar: he’s going to sell it to the public, to hold the government to account for not doing enough to protect us. What will the reaction be from consumers, the press, the food industry, and the government itself?

Speaking about making this documentary, Joe 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.”

Executive Producers are Will Anderson and Andrew Palmer for KEO Films. Storm Theunissen is Director and Jacob Greenhalgh is Producer.

Joe Wicks: Licensed to Kill was commissioned for Channel 4 by Tim Hancock, Commissioning Editor for Factual Entertainment & Documentaries.