By Laura Carreno-Müller

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Joe Wicks is on a mission – and this time it’s not all burpees and HIIT workouts. In his new Channel 4 documentary, Joe Wicks: Licensed to Kill, the nation’s beloved Body Coach is venturing into contentious waters – the perilous world of ultra-processed foods.

The concept initially stemmed from Dr Chris van Tulleken’s chart-topping book, Ultra Processed People. Joe confesses that whilst he’s not particularly keen on reading due to his limited attention span – he nonetheless consumed Chris’ book entirely.

“I read Chris’s book and it blew my mind,” Joe says, “It was really intriguing and shocking. It definitely made me question things and be curious to look more into this,” he says.

When Joe eventually encountered Chris, he was completely awestruck. The duo found themselves in a makeshift Breaking Bad-style laboratory, where they conducted experiments with ingredients for their fresh programme.

“When I met him, I was just excited to see him,” Joe says. “The reason I’m doing this is because I feel like I’m going to translate his message to an audience.”

That message? That the overwhelming majority of products lining supermarket aisles are damaging us far more than we comprehend. And Joe is determined for Britain to open its eyes.

“Chris is the expert in this whole thing,” Joe says. “I’m really on the journey with viewers, learning about these ingredients and the evidence that suggests that these are linked to stroke, early death, gut health issues, anxiety, depression, all kinds of things. It’s a big issue.”

To emphasise his point, Joe has crafted his own ultra-processed product for the show – a protein bar with a chilling twist. One side of the packaging features a healthy, smiling Joe.

Flip it over and you’re met with a gravely ill version of him, accompanied by the Grim Reaper. “I called it the ‘Killer’ bar,” Joe reveals, “It’s a really great vehicle to discuss this topic.

The aim is to sell this product to spotlight the lax laws on incorporating these ingredients into our foods and selling them to consumers.” But this isn’t just a gimmick. Joe has genuine change in mind. “The ultimate dream is to get these warnings on foods and to give the consumers the truth about the foods we’re eating,” Joe insists.

His inspiration stems from overseas. In 2016, Chile implemented strict food labelling laws that necessitated black, octagonal warning labels on ultra-processed products, banned their sale in schools and limited advertising to children.

Other South American countries including Colombia, Uruguay and Peru have followed suit. Joe is adamant about his end goal: “To put pressure on the government to change the legislation policy but also put health warnings on these foods.”

Joe is aware of the risks. Once the Killer Bar is released, it could easily cause a stir – but he plans to keep it firmly under control. “We’re going to make it quite difficult (to get),” Joe says, “You won’t see it in your petrol stations alongside the other brands you might recognise. But I’m not trying to demonise.”

Licensed to Kill represents a deeply personal crusade for Joe. During his childhood, finances were tight. “When I grew up as a kid, we had a very low income. We did eat these foods,” he recalls, “That’s where my passion for this comes from.”

As a dad to four children – daughters Indie and Leni plus sons Marley and Dusty – Joe has witnessed firsthand just how habit-forming these products truly are.

“These foods are addictive, when you give it to toddlers, you see how they react,” Joe explains. “Sugar’s addictive and the combination of sugar, fat and salt in these products is really hard to eat in moderation. And they know that.”

Joe confesses he had moments of uncertainty whilst filming. “I doubt myself because I’m doubting whether I really need to sell it,” he acknowledges. However, ultimately, the broader vision maintained his determination.

He recognises that criticism might well follow. “I’m sure I’m going to get backlash,” he states, “But when you’re trying to be bold and campaign about something, you’ve got to be willing to stick your head above the water. Some people will find this difficult to process but I have to focus on the positive impact it will have.”

Previously celebrated for inspiring the country to exercise during lockdown, Joe is now alerting everyone to a harsh reality. And he’s hoping Britain will finally pay attention.