The 2025 Joe Wicks documentary on “killer protein bars” highlights how even well-intentioned attempts to raise awareness about food can sometimes oversimplify complex public health issues. The show’s premise – to develop and market a supposedly “dangerous,” additive-laden “ultra-processed” food to prompt government action – aims to spark debate about the modern food system.
But framing foods as inherently “dangerous” risks distorting the science and adding to public confusion about nutrition.
