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Joe Wicks admits his 'dangerous' protein bar has 'caused a lot of controversy'

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  Published in Health and Fitness on Monday, October 20th 2025 at 5:21 GMT by The Irish News
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Joe Wicks admits his “dangerous” protein bar has sparked a major controversy

The fitness guru and former football coach‑turned‑TV personality Joe Wicks has come forward to admit that his own protein bar – marketed under The Body Coach brand – has generated intense backlash over its nutritional profile. In a live‑streamed interview on his “Fit for Life” channel, Wicks opened up about the concerns that the bar has faced since its launch in early 2023, the criticisms it has drawn from dietitians, and the steps he plans to take to address the issue.

The product that sparked the debate

The Body Coach protein bar was launched in the UK with a bold claim: “High‑protein, low‑carb snack for athletes and busy people.” The bar was sold in major supermarkets such as Tesco, Sainsbury’s, and Waitrose, and was promoted heavily on Wicks’s social media channels. According to the official product page (https://www.thebodycoach.com/protein-bar), a single bar (50 g) contains:

• 6 g protein
• 25 g total carbohydrates (20 g sugars, 5 g fibre)
• 12 g total fat (4 g saturated)
• 260 kcal

The bar’s ingredients include whey protein isolate, maltodextrin, milk protein concentrate, cocoa powder, soy lecithin, and a range of natural flavours. Despite the “high‑protein” tag, nutritionists have pointed out that 6 g of protein is considerably lower than the 20‑25 g standard for most protein bars on the market, and the 20 g of sugars per bar is high relative to other options.

Critics and consumer backlash

Within weeks of the bar’s release, dietitians and nutrition experts began to criticize the product’s sugar content and low protein level. Dr. Lisa Thompson, a registered dietitian who specialises in sports nutrition, said on her blog (https://www.nutritionistblog.com/protein-bar-controversy) that “the bar’s sugar content is almost 50% of the daily recommended limit for an average adult, and its protein content is inadequate for an athlete looking to replenish muscle after training.” Thompson also noted that the bar contained maltodextrin – a high‑glycaemic carbohydrate that can spike blood sugar – and that its fibre content was minimal, which can hinder satiety and digestive health.

Consumer reports on the BBC Health News website (https://www.bbc.co.uk/news/health-sugar) highlighted that the UK’s National Health Service recommends no more than 10% of daily calories come from added sugars. In the case of the Body Coach bar, the added sugars alone account for 12% of the calories in a single serving, surpassing the NHS guideline. This statistical mismatch led to a wave of complaints on social media platforms, with the hashtag #WicksProteinBar trending for three consecutive days.

The Irish Food Authority, via its website (https://www.foodstandardsagency.gov.uk), released a statement reminding consumers that the bar is not a “dietary replacement” and that its label should be read carefully. They urged consumers to focus on whole‑food sources of protein and to be cautious with high‑sugar snacks.

Joe Wicks’ admission and apology

In the interview, Wicks was candid about his initial enthusiasm for the bar. “I thought I was doing something good for people who needed a quick protein fix,” he said. “I didn’t realise how much sugar was hiding in the ingredients.” He admitted that he had not scrutinised the label as closely as he should have, and that the marketing team had pushed the bar’s “high‑protein” claim without fully validating the numbers.

Wicks expressed regret for any confusion or disappointment his followers had experienced. “I’m truly sorry for the oversight,” he told viewers. “I always aim to empower people to make healthy choices, and I fell short this time.”

He also acknowledged that the backlash had opened a broader conversation about transparency in the food industry. “It’s a wake‑up call for all of us – producers, marketers, and consumers – to demand clear, accurate information about what’s in our food.”

Future plans and industry implications

The Body Coach brand has announced that it will collaborate with a panel of nutrition scientists to redesign the protein bar. The new version is slated to contain at least 15 g of protein per bar, cut the sugar content in half, and incorporate a higher fibre load. Wicks said the company would also re‑evaluate the use of maltodextrin and other high‑glycaemic ingredients.

The incident has prompted several other sports‑nutrition brands to review their own product labels. A spokesperson for a competing protein‑bar company said the “Wicks controversy has given us an impetus to double‑check the carbohydrate profile of our own products.”

Meanwhile, the Food Standards Agency has released updated guidance on the labeling of “high‑protein” snacks, emphasising that such claims must be substantiated by a minimum protein threshold that reflects industry standards. The guidance also recommends that sugar content be disclosed in a more prominent manner.

A broader reflection on health messaging

The debate around the Body Coach protein bar underscores the challenges of balancing marketing appeal with nutritional responsibility. Joe Wicks, who has built his brand on simplicity, clarity, and accessible fitness, now faces the task of restoring trust while continuing to promote healthy habits. His admission, though uncomfortable, may ultimately strengthen his credibility if he follows through on the promised changes.

For consumers, the episode serves as a reminder to read nutrition labels carefully and to recognise that “high‑protein” or “low‑carb” labels can be misleading if the overall nutrient profile is not balanced. As Wicks himself noted, “A single snack isn’t a diet, but the ingredients you choose can influence your long‑term health.”

The controversy, while a stumble for Wicks and The Body Coach, offers an opportunity for the fitness‑food industry to adopt greater transparency, more rigorous product testing, and clearer communication with consumers. Whether the new protein bar will regain the trust it lost remains to be seen, but the conversation it sparked is already reshaping how athletes and busy professionals view quick‑nutrition products.