Are Protein Bars Healthy? A Maltese Take on Joe Wicks’ Insights

Should You Ditch Protein Bars? Lessons from Joe Wicks’ Documentary and a Maltese Perspective on Healthy Eating

In a busy world, where grabbing quick bites is often the norm, protein bars have emerged as a convenient solution for health-conscious individuals. As a fitness enthusiast in Malta, I consume a few protein bars a week—especially on days when my schedule doesn’t allow time for meal preparation. With their promise of 20 grams of protein in an easy-to-eat format, they seem like a practical way to support muscle maintenance and growth. But after watching Joe Wicks’ Channel 4 documentary Licensed to Kill, I’ve been compelled to rethink this seemingly harmless habit.

The documentary, co-created by Wicks and Professor Chris van Tulleken, delves into the hidden dangers of ultra-processed foods (UPFs)—a category that includes many protein bars. Together, they create a protein bar packed with ingredients considered “harmful,” aiming to highlight how UPFs are marketed as healthy alternatives to natural foods. The documentary has sparked a heated debate, with supporters applauding the exposure of systemic issues in the food industry, while critics accuse Wicks of spreading unnecessary fear.

As someone immersed in fitness and health, this discussion struck a chord. Malta’s food landscape is unique, blending Mediterranean traditions with modern convenience foods. While the Mediterranean diet is widely regarded as one of the healthiest in the world, it’s increasingly challenged by the growing prevalence of UPFs—ready meals, snacks, and even protein supplements now dominate many Maltese shelves.

What Are Ultra-Processed Foods (UPFs)?

Professor van Tulleken defines UPFs as foods that contain ingredients you wouldn’t typically find in a home kitchen—emulsifiers, artificial sweeteners, flavorings, and colorings, for example. Products like crisps, fizzy drinks, and even certain breads fall under this category. In the UK, UPFs make up nearly 60% of the average diet, and while Malta’s reliance on fresh produce and traditional recipes is higher, the lure of convenience is undeniable.

Van Tulleken explains how these artificial additives are designed to mimic natural tastes and textures. They allow food companies to market products as “healthy” while prioritizing profit margins over nutritional value. This is especially true in the fitness industry, where protein bars and powders promise performance benefits but often contain cheap ingredients, long shelf lives, and misleading health claims.

The Maltese Connection: A Mediterranean Diet Under Pressure

Malta has long been celebrated for its culinary heritage, featuring nutrient-rich staples like fresh fish, vegetables, olive oil, and legumes. However, the growing accessibility of UPFs poses challenges for those seeking a healthy lifestyle. As van Tulleken points out, many people opt for UPFs simply because they’re cheaper and more accessible than wholefoods. In Malta, this means that while you might find locally sourced produce at a farmer’s market, a pre-packaged protein bar is often the quicker and more affordable choice for someone rushing between commitments.

For food enthusiasts in Malta, this raises important questions: Are convenience foods compromising our health? How can we balance traditional eating habits with modern lifestyles?

Should You Be Concerned About Protein Bars?

Examining the ingredients in some popular protein bars sold in Malta, I found non-nutritive sweeteners, emulsifiers, and artificial flavorings—components van Tulleken avoids when buying food for his children. While these bars offer a protein boost, they also deliver saturated fats, salts, and sugars that may counteract their health benefits.

Van Tulleken argues that protein bars are engineered for overconsumption, much like cigarettes or alcohol. The combination of addictive textures, artificial sweetness, and misleading health claims makes them easy to reach for repeatedly. For those striving for a healthier lifestyle in Malta, this means being mindful of the choices we make and opting for alternatives where possible.

A Personal Experiment: Cutting Out Protein Bars

Inspired by van Tulleken’s research, I decided to cut protein bars and powders out of my diet for two weeks earlier this year. The results were surprising: less bloating, fewer stomach aches, and overall improved digestion. While this was far from a controlled experiment, it did encourage me to reduce my intake and seek out bars with simpler, wholefood-based ingredients.

In Malta, this could mean swapping protein bars for nutrient-dense snacks like raw nuts, fresh fruit, or homemade energy bites featuring Maltese honey and oats. These alternatives not only nourish the body but also align with the island’s culinary traditions.

The Science Behind UPFs

The Killer bar’s packaging, featured in Wicks’ documentary, warns of risks like cancer, stroke, and early death. While these claims are backed by studies, the dose often makes the poison. For example, the artificial sweetener aspartame has been classified as “possibly carcinogenic,” but the European Food Safety Authority notes that you’d need to consume excessive quantities to exceed safe limits.

For most Maltese diners, moderation remains key. Enjoying the occasional convenience food is unlikely to cause harm, but relying on UPFs as dietary staples may lead to long-term health issues.

Eating in Malta: A Balanced Approach

In Malta, we’re fortunate to have access to fresh, local ingredients that make building a healthy diet easier than in many other countries. From the vibrant produce at Marsaxlokk fish market to the artisanal bread and cheeses found across the islands, there’s no shortage of wholefood options.

For those dining out, many restaurants now offer menus that align with health-conscious lifestyles. Venues like Balzan’s The Grassy Hopper or Pure Juice & Health Bar in Valletta specialize in nutrient-dense meals free from UPFs. Even traditional Maltese dishes like kusksu bil-ful (broad bean soup) or lampuki pie can be prepared with fresh, wholesome ingredients when dining at local eateries.

Public Health vs. Personal Responsibility

Van Tulleken’s book raises a compelling argument: obesity and poor dietary habits are public health issues, not individual failings. Many people eat UPFs because they’re affordable, accessible, and marketed as healthy. In Malta, where the cost of living is rising, this is especially relevant.

While we can’t always control the food environment, we can make informed choices. Asking yourself, “Was this food prepared with the purpose of nourishing me?” is a good starting point. If the answer is no, consider whether it’s worth consuming.

Will I Give Up Protein Bars?

After watching Licensed to Kill and reflecting on Malta’s food culture, I won’t abandon protein bars entirely. They’re practical for those rare moments when time and resources are limited. However, I’ll continue to reduce my consumption and prioritize options with simple, recognizable ingredients.

For readers in Malta, the takeaway is clear: moderation and mindfulness are key. By embracing the island’s rich culinary traditions and choosing wholefoods over convenience snacks, you can support both your physical and mental health while enjoying the best of Maltese cuisine.

Whether you’re dining at a restaurant, preparing meals at home, or grabbing a quick bite on the go, the choices you make today can impact your health and longevity tomorrow. Let’s keep the Mediterranean spirit alive—one thoughtful meal at a time.