Why is fitness coach Joe Wicks selling a protein bar that could be hazardous to your health?

It can feel like ultra-processed foods (UPFs) are hunting us down. The word “protein” gives a product, even one packed with potentially harmful additives, a health halo. A diet high in ultra-processed foods is linked to type 2 diabetes, depression, dementia, cancer, stroke –even premature death. With the help of UPF expert Dr Chris van Tulleken and industry insiders, I have developed an ultra-processed protein bar to show the harms of a UPF-heavy diet and how the industry misleads consumers. These are legal ingredients, commonly used in protein bars and supermarket staples – I just ramped up the quantities while staying within legal limits.