Overview

• The programme shows Wicks creating a “Killer” protein bar using commonly used emulsifiers and sweeteners, pairing front‑of‑pack health claims with a warning about increased risks including cancer and stroke.
• Wicks says the stunt is meant to help people make informed choices and reports losing thousands of Instagram followers after criticism over scare tactics and past endorsements.
• Tim Spector contends the approach oversimplifies ultra‑processed foods, arguing for practical guidance and product‑level tools rather than fear, and questioning reliance on the NOVA system.
• A Times review cites a legal expert warning that Wicks could face product disparagement claims and potential scrutiny from the Advertising Standards Authority over marketing and labelling.
• The documentary portrays protein bars and other UPFs as marketed as health products despite concerns, noting the UK’s high consumption compared with most countries.