Joe Wicks has lifted the lid on his “highly-provocative” stunt for his new Channel 4 documentary, Licensed to Kill. 

The Body Coach teased the programme last week and admitted he had stepped out of his comfort zone to film it.

Joe, 40, has now revealed more about his stunt for the show and said it is based around “the most dangerous protein bar ever made”.

Together with TV doctor Dr Chris van Tullken, Joe has created the Killer protein bar. Despite being packed with chemicals that are detrimental to the human body, it can be legally sold in the UK – and is on sale now.

The list of 96 ingredients can increase the chances diarrhoea, cancer, stroke and early death. Yet Joe and Chris have been able to make it and sell it all within the Food Standards Agency’s laws in this country.

Joe has stressed that he doesn’t really want fans to rush out and buy his Killer bar. It also won’t kill anyone if they eat it. But he is using it to highlight the dangers of ultra-processed food to the Government.

Joe Wicks’ Licensed to Kill protein bar

Joe unveiled his Killer bar on ITV‘s Good Morning Britain on Tuesday morning (September 29, 2025). Host Ed Balls took one bite and ended up spitting it into a nearby newspaper lying on his desk.

Joe explained: “It’s not nice. There’s 96 ingredients in there. The reality is, this is just symbolic. I’m not targeting protein bars on their own, but the fact is, I can sell this legally and it contains ingredients that are harmful to us.

“A lot of these products put health claims on, like ‘high in protein’ and ‘high in fibre’. There is 200 health and nutritional benefits in this product. But if you turn it over, you see the real honesty. It says, ‘Excessive consumption of this product can cause increase the risk of diarrhoea, cancer, stroke and early death’.”

Joe is telling people not to eat his Killer bars. He has created them to put pressure on the Government to make it law to have honest health warnings on the front of packets of ultra-processed food.

“Food companies have a responsibility to be honest about what is going in our food,” he added. “Hopefully the Government will do this, because it will make difference. At least consumers will have the information and can make a more informed choice. Food companies will forced to reformat their products and make healthier stuff.”

Where can I buy a Killer bar?

Joe Wicks assured GMB’s Ed and co-host Susanna Reid that he does not have the intention to sell any of his Killer bars. But in order to prove his point to the Government, they are on sale.

Joe has launched the website Killerbar.co.uk. When clicking on the site, visitors are immediately met with a pop up that warns them not to eat Killer bars. Alongside pictures of Joe and the ‘chocolate orange’ flavour bar, it says: “DEATHLY PROTEIN BAR FROM JOE WICKS.”

The website is also packed with information about Joe’s campaign to the Government. But there is also a link to a shop. Killer bars can be purchased for £2.29 each.

A description reads: “This chocolate-orange flavoured protein bar is bursting with flavour. With 27 vitamins & minerals, it also has over 200 health and nutritional benefits. However, excessive consumption may increase your risk of cancer, stroke and early death.”

It then lists all 96 ingredients, including chemicals such as Lactobacillus Acidophilus, Maltodextrin and Bisglycinate Chelate. Yuck!

Joe will donate all the money from any sales by intrigued fans to healthy eating charities.

When is Joe Wicks: Licensed to Kill on?

Channel 4 has confirmed that Joe Wicks: Licensed to Kill will air on Monday October 6, 2025. It will go out to viewers at 8pm.

Read more: Claudia Winkleman on her fears for Celebrity Traitors as she admits she struggled to film the BBC show

Joe Wicks: Licensed to Kill airs at 8pm on Channel 4 on Monday October 6, 2025.