Ultra-Processed Foods Aren't All Bad

There's a lot of fear surrounding ultra-processed foods right now. But the conversation often misses the nuance. Not all of them are bad. Many are good for you.

Also, you might see me in the Joe Wicks documentary tonight...

You might have noticed he's campaigning against UPFs pretty hard. And is releasing a documentary all about it tonight. To make his point, he’s also released a stunt product called the Killer Bar. A protein bar he doesn’t actually want people to eat. The idea is to show how many legal ingredients in UPFs may carry health risks, and to push for cigarette-style warnings on packaging.

The campaign has already created a lot of noise. But since the first Killer Bar advert dropped, many of us in fitness and nutrition have raised concerns about how it’s being framed. I even made a TikTok (my main social focus for my business), breaking down where I feel the nuance is missing.

In the documentary, the clip they’re going to use from me is a simple line extracted from a full three and a half minute video:

“This whole discussion completely ignores any serious conversation or nuance around the topic of ultra-processed foods.”

I haven’t seen a preview, despite asking, so like everyone else I’ll be tuning in live. But I want to set the record straight on my position. Because I believe the way UPFs are being presented in this campaign risks oversimplifying a very complex issue.

Here’s where I stand:

The campaign is surface-level. Joe’s solution is essentially to push for government spending on warning labels. That puts the responsibility back on the consumer: “You’ve been warned, it’s your choice.” Rather than tackling the systemic issues that drive food choices in the first place: affordability, accessibility, and education

It ignores the fact that not all UPFs are unhealthy. In fact, many are health-promoting. Under the NOVA classification, plenty of affordable and nutritious products are considered “ultra-processed.” Some are fortified with vitamins and minerals, others extend shelf life in safe ways that prevent waste. These benefits rarely make the headlines.

You are unlikely to experience any of the top negative health outcomes in your lifetime. The documentary highlights cancer, heart disease, strokes, and, weirdly diarrhoea as outcomes of UPF consumption. But these associations are based largely on observational data (correlation, not causation) or animal studies that don’t always translate to humans. The real risks come with overconsumption in the context of an overall poor diet, not the occasional protein bar.

This is just creating unnecessary food fear. Especially at a time when so many people are struggling as it is. Many UPFs are the cheapest, most accessible foods available. If we vilify them without offering affordable alternatives, the message risks deepening inequality. People who rely on these products need better options, not more stigma.

So, my stance is this: I agree that we need greater transparency around ingredients and better public understanding of nutrition. But shock tactics and blanket fear-messaging won’t solve the problem. They ignore the nuance, the complexity of food systems, and the real reasons why people rely on UPFs.

Joe has done a lot of good in his career. But right now, this campaign feels out of touch with the reality most people face.

What we need is balanced education, systemic change, and constructive solutions. Not just a protein bar, or a (probably) entertaining documentary designed to scare people.