Joe Wicks’ Protein Bar Debate: What Malta Can Learn About UPFs

Joe Wicks’ new “Killer Bar” campaign, launched ahead of his Channel 4 show, has certainly stirred up conversation—and it’s not hard to see why. Protein bars and ultra-processed foods (UPFs) are hot topics in the health and wellness world, and anything that gets people thinking critically about what they eat can be a step in the right direction. But while the campaign grabs attention, it falls short of delivering the clarity and practical advice people need to make healthier choices.

Here in Malta, where the Mediterranean diet is often upheld as a model of balanced eating, the conversation around ultra-processed foods is just as relevant. With the growing availability of convenience foods in supermarkets and even some restaurants, understanding the nuances of food processing is key to maintaining a healthy lifestyle. And this is where Joe’s campaign misses the mark. By sensationalizing the message with a product called the "Killer Bar," it risks promoting fear and confusion rather than empowerment.

The issue with ultra-processed foods, often demonized as a singular villain, is far more complex. These foods exist on a spectrum, and their impact on health depends on factors like their ingredients, how often they’re consumed, and what the rest of your diet looks like. Lumping all UPFs into one category of “bad” oversimplifies the science and ignores the realities of modern eating habits—both globally and locally. For instance, while Malta is known for its fresh produce and traditional dishes, many people still rely on processed foods for convenience or affordability, especially during economically challenging times.

What’s missing from Joe’s campaign is actionable advice. Turning nutrition into a horror story might grab headlines, but it doesn’t equip people with the tools they need to make informed decisions. Fear-based messaging can lead to paralysis and guilt, particularly when people feel they have no viable alternatives. Here in Malta, where access to locally sourced produce and healthier dining options is growing, the focus should be on education and creating a positive relationship with food.

Take the NOVA classification system, for example, which Joe references on the Killer Bar website. This system, created over 15 years ago, categorizes foods based on their level of industrial processing. While it was groundbreaking at the time, it isn’t very helpful in understanding a product’s actual impact on health. Science has since moved on, and we now know that it’s neither feasible nor necessary to eliminate all UPFs from our diets. The key is to strike a balance, making room for convenience when needed while prioritizing whole, nutrient-dense foods as much as possible.

At ZOE, we’ve developed the Processed Food Risk Scale, leveraging the latest nutrition science to help people make informed choices. Unlike NOVA, our tool evaluates the health risks of specific products, offering a more nuanced approach. For example, some UPFs, like Weetabix or certain natural peanut butters, can be neutral or even beneficial in the context of a balanced diet. This kind of clarity is what people need—not scare tactics.

Here in Malta, this perspective is particularly valuable. As more restaurants and cafes embrace health-conscious menus, diners have greater opportunities to choose meals that support their well-being. But for those who rely on supermarket shelves for most of their meals, education about what’s in their food and how it fits into a healthy lifestyle is crucial. Rather than demonizing UPFs wholesale, we need to encourage moderation and thoughtful choices.

If we truly want to improve public health, we need systemic change. This includes better food labeling, stronger regulation, and creating environments where healthier options are more accessible and affordable. While Joe Wicks’ campaign draws attention to the problem, it doesn’t provide the solutions. Real progress will come from collaboration between governments, policymakers, and the food industry. In Malta, where the prevalence of non-communicable diseases like diabetes and heart disease continues to rise, such measures are more important than ever.

For individuals, the focus should be on practical steps: incorporating more fresh vegetables, whole grains, and lean proteins into meals, while treating ultra-processed foods as occasional indulgences rather than dietary staples. Whether you’re dining out at a local Maltese taverna or preparing meals at home, the goal should be balance, not perfection.

Ultimately, campaigns like Joe Wicks’ Killer Bar might spark conversations, but they need to go further. People don’t need more fear—they need tools, guidance, and a sense of empowerment to make healthier decisions. In Malta, with its rich culinary heritage and growing health-conscious dining scene, we have the opportunity to lead by example, fostering a culture of informed and balanced eating. Big Food may have a lot to answer for, but the path forward lies in education, innovation, and a commitment to health-driven change. Let’s focus on building that future—one informed choice at a time.