Joe Wicks admits abuse over controversial TV project has 'knocked his confidence'
The Body Coach fronted his own documentary last OctoberJoe Wicks has admitted he received “so much abuse” in the wake of his controversial documentary, Licensed to Kill.
The star – aka The Body Coach – made the Channel 4 show in a bid to highlight the dangers of eating too much ultra-processed food.
But it was not as well-received as he had hoped.
Joe was joined in the documentary by Dr Chris van Tulleken. Together, they created a “highly-provocative stunt” in the hope of persuading the Government to change food laws.
Joe and Chris created a protein bar called Killer, which contained 96 ingredients. These included various additives, emulsifiers, synthetic polymers, and stabilisers.
Despite this, it was still considered legal under current law. Joe then marketed Killer for the public to actually buy, just to prove his point.
Not everyone agreed with Joe’s actions in the TV show, however. He received a backlash from fitness coaches, dieticians and nutritionists who accused him of “demonising” ultra-processed food and “scaremongering”.
The point was raised that many low-income families rely on ultra-processed food to get by.
Joe Wicks’ ‘confidence knocked’ over C4 documentary
Joe has admitted his “confidence was knocked” in the wake of the documentary during a new TV appearance.
He told Good Morning Britain viewers on Thursday that he wasn’t prepared for the “abuse” he received after it aired.
Joe explained: “My confidence was knocked a lot doing that documentary. It was a campaign piece to try and put pressure on the Government.
“It was intense. I had so much abuse from so many people. It didn’t feel good. I’m not used to it either.”
GMB host Kate Garraway asked: “Who abused you for it? Can I just clarify, because surely people were grateful for what you exposed?”
Joe replied: “Well, you know, it was a lot of fitness professionals and coaches.
“It’s a hard message to hear that the food we are feeding ourselves and children is leading to illness. It’s a triggering topic.”
Joe confirmed he is remaining defiant.
‘Finally vindicated’
Joe and his co-host, Dr Tulleken, were invited on Good Morning Britain to discuss new research from the British Medical Association.
The Association is now also putting pressure on the Government to get tougher when it comes to ultra-processed food.
Kate’s co-host, Richard Madeley, said to Joe that he now must feel “vindicated” about his work.
“You’ve got vindication about what you’ve been banging on about for a very long time,” Richard said. “Finally you’ve got the British Medical Association saying ‘Joe Wicks was right’.”
Smiling, Joe replied: “It’s a good day.” However, he made it clear that his fight with the Government on the issue is not over.
Joe Wicks: Licensed to Kill aired on Channel 4 last October. It is still available to stream via the channel’s website.
