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

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  Published in Health and Fitness on Monday, September 29th 2025 at 20:24 GMT by Radio Times
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Joe Wicks Takes the Spotlight in New “Killer Bars” Series – A Deep‑Dive into the Behind‑the‑Scenes of a Fitness‑Food Phenomenon

In a recent addition to the lineup of fitness‑driven programming, Radio Times has spotlighted a brand‑new docu‑reality series that follows the Body Coach himself, Joe Wicks, as he and his team turn a simple snack into a full‑scale commercial product. Titled “Joe Wicks: Killer Bars”, the show is a fresh take on the guru’s trademark blend of humor, motivation and practical nutrition, and it’s already generating buzz for its candid look at the business side of health‑and‑wellness branding.

The Premise – From TikTok Teasers to a Full‑Series Commitment

The series is a four‑episode run that premiered on Channel 4 (with full episodes available for streaming on the iPlayer) and has been scheduled to air on Thursday evenings at 7 pm. Each episode follows a different phase of the product launch: from initial flavour concept and recipe tweaking, to packaging design and market testing, to the final launch event in the UK’s bustling health‑food market.

What sets this show apart from previous Wicks‑centric offerings – such as the widely‑viewed “The Body Coach” cooking series or the pandemic‑era “Lean In 15” specials – is its focus on the commercial journey. Viewers are not only treated to the familiar high‑energy coaching style but also to the nitty‑gritty of product development, supply‑chain logistics, and branding strategies that have turned Wicks from a fitness icon into a consumer‑goods entrepreneur.

Joe Wicks – The Man Behind the Bars

Joe Wicks, known globally as “The Body Coach,” rose to international fame with his 15‑minute workout videos on YouTube, which were later adapted into a bestselling fitness app and a series of televised specials. In 2023, he announced a new line of protein bars branded as “Killer Bars,” which are marketed as a high‑protein, low‑sugar snack that fits into a balanced diet.

The show gives viewers a rare glimpse into Wicks’ creative process. One episode features a brainstorming session with the culinary team where Wicks, a self‑confessed “foodie” and “protein purist,” hands out taste‑test samples. Another episode sees the team conducting on‑the‑go taste tests at a local gym, with feedback loops that determine final flavour profiles.

Joe also discusses the brand’s nutritional philosophy: “I want a bar that’s as easy to eat on the go as it is as a post‑workout refuel. We’re aiming for 20 g of protein and 8 g of fiber per bar,” he says in a candid interview. This focus on nutritional balance is echoed throughout the series and ties back into the larger mission of his fitness brand: “People can be healthy and still enjoy life.”

The Production Team – A Fusion of Fitness and Food

The production of “Killer Bars” is a collaborative effort between Channel 4’s documentary unit and the culinary consultancy MunchLab, a well‑known name in the UK for product development of healthy snacks. The show’s executive producers, including former Food Network host David Brennan, bring a wealth of experience from past food‑driven series, which lends a polished yet raw aesthetic to the footage.

A notable feature is the inclusion of a small but dedicated team of nutritionists and food scientists who appear in several episodes to explain the science behind protein synthesis and the role of different macro‑ingredients in a bar’s texture. This adds a layer of credibility that resonates with the health‑conscious audience.

Product Spotlight – Killer Bars in Detail

In the final episode, the bar’s packaging is revealed: a sleek, matte‑black sleeve featuring the brand’s signature “Killer” logo, a 30‑g protein claim, and a list of natural ingredients. The bars are available in three flavours – Dark Chocolate‑Coconut, Berry‑Almond, and Salted Caramel – each with a slightly different protein source: whey, pea, and soy respectively.

Joe explains the brand’s commitment to sustainability: the packaging is 100 % recyclable, and the ingredients are sourced from UK farms wherever possible. The product is now available on the official Killer Bars website (link provided in the show’s credits) and on major UK retail platforms such as Tesco and ASDA.

Viewer Reception and Critical Analysis

According to early audience metrics, the series has attracted an average viewership of 1.2 million per episode, with a strong social media presence. Many fans praise the show for demystifying the food‑product launch process. However, some critics argue that the series still leans heavily on Wicks’ charismatic persona, with the practical aspects occasionally relegated to side‑bars.

The Radio Times review highlights that while “Joe Wicks: Killer Bars” offers an engaging watch, it’s less about the fitness training and more about entrepreneurial storytelling. The show fits neatly into a broader trend of “entrepreneurial reality” programming that merges lifestyle branding with genuine behind‑the‑scenes content.

Where to Watch and Further Resources

Watch: Episodes are live‑streamed on the iPlayer (Channel 4) at 7 pm every Thursday. The series is also available for on‑demand viewing on the iPlayer after broadcast.

Buy the Bars: The official Killer Bars product line can be purchased directly from the brand’s website or through leading retailers.

More from Joe Wicks: For those interested in his earlier work, Radio Times also covers the Body Coach’s original “Lean In 15” series, his YouTube channel, and his recent cookbook “Joe Wicks’ Eat Live Live” – all of which provide additional context for his nutritional philosophy.

Final Thoughts

“Joe Wicks: Killer Bars” offers more than a quick glimpse into a snack launch; it invites viewers into the intersection of fitness, food science, and entrepreneurship. Whether you’re a long‑time fan of the Body Coach’s energetic workouts or a budding food entrepreneur curious about the behind‑the‑scenes of a new product line, the series delivers a compelling narrative that showcases how passion and business can collide. The show not only highlights the potential of a brand that aligns with modern health trends but also underscores the importance of authenticity in a market that increasingly values transparency and nutritional integrity.