Joe Wicks will sell the bar to the public to highlight our consumption of UPFsFitness coach Joe Wicks is launching the UK’s “most dangerous” protein bar with ingredients linked to cancer, diarrhoea, stroke and early death. A promotional video for the bar says: “You’ve heard of killer abs, killer whales — well now, meet the killer bar. Article continues below ADVERTISEMENTRead more: Record numbers of men hospitalised with painful erectionsThe Killer bar was developed for a Channel 4 documentary“Created by fitness guru Joe Wicks. Higher protein, higher fibre and a higher risk of cancer.” The advert warns of side effects including diarrhoea, stroke and an early death, adding: “Is it legal? Joe Wicks: Licensed to Kill, will air on Monday October 6 at 8pm.