Full transcript
0:00Joe Wix is back chatting absolute [ __ ]
0:02again, but this time he's going after
0:04the protein bar. So, let's get into it.
0:06A lot of people would have been very
0:07confused to see that Joe looks like he
0:08was selling or promoting a new protein
0:10bar called Killer. Now, straight away,
0:12anyone from the UK fitness scene knows
0:14that this is a slight dig at Grenades
0:16Carb Killer Bar, probably one of the
0:17most popular protein bars in the world.
0:19So, what he's done is he's tried to
0:21release a genuine type of bar with
0:22harmful ingredients in it to prove a
0:24point that you can put anything in a
0:26product and put it on sale. Let's have a
0:27listen to what he says here. and top
0:28secret for a long time now, but I can
0:30finally reveal I've created my very own
0:32chocolate orange protein bar. Look at
0:34it. It looks
0:35>> You can tell from the hand gestures that
0:36he's like a little bit nervous. This
0:37doesn't come across as something
0:39genuine. When someone moves their hands
0:41too much, it feels very performative,
0:42doesn't it?
0:43>> It tastes delicious. It's got 19 g of
0:45protein and 200 health and nutritional
0:47benefits. But the truth is, many of the
0:49ingredients in this product and lots of
0:51other ultrarocessed food items are
0:53really potentially harmful to our
0:54health. In fact, excessive consumption
0:56of the Killer Bar, which is the UK's
0:58most dangerous health bar, can increase
1:00the risk of diarrhea, cancer, stroke,
1:02and early deaths.
1:03>> Cancer, stroke, early deaths, and
1:05diarrhea. Diarrhea probably not quite in
1:08the same league as those two. But again,
1:10where's the claims? Where's the studies
1:12that you're citing? A lot of the time,
1:14especially in the evidence-based
1:15community, which Joe isn't really a part
1:16of, you would say that there's a
1:18correlation between things. But when you
1:19make a point of something being a
1:21causator, correlation isn't causation.
1:23Just think of it this way. Every time an
1:24ambulance shows up at a car crash, you
1:26could come to the conclusion that the
1:28chance of that person dying is higher
1:30because unless it was a severe car
1:31crash, you wouldn't need to call an
1:32ambulance. But Joe Wixs would come along
1:34and go, "Wow, ambulances cause people to
1:36die." You're like, "No, there's an
1:38association. It's not the causation."
1:40And if we're going to site anything as
1:42being a genuine causator of something
1:44like cancer or stroke or premature
1:45death, we should probably have some kind
1:47of evidence like here's a study where
1:48people were to do this over this period
1:50of time. This was the control and this
1:52was the outcome. thing of all is this is
1:54legally available to buy right now at
1:55killar.co.uk. And the reason I'm doing
1:57this is not to make money.
1:58>> So, it's not to make money, but it's
1:59genuinely on sale. Cool. I can't help
2:01but feel this is a little bit like the
2:03time that you created your whole
2:04supplement range, Joe. Do you remember
2:05that? Do you remember when you partnered
2:06with My Protein? Do you remember when
2:08they sent me Legal and tried to shut me
2:10up about it? Do you remember when the
2:11Hut Group came with Legal for defamatory
2:13claims or slander when you were getting
2:16destroyed by your own followers in your
2:17comments? Now, these, if I remember
2:19correctly at the time, contained less
2:21protein and they were more expensive.
2:23So, don't tell people that you're not in
2:25it to make money. You were also selling
2:27almond butter as a a health food. What
2:29else was it? You used to put leucine as
2:32an amino acid into your plans. And
2:33actually, Joe, if we rewind back to the
2:35SSS plan, the shift sustain shape plan
2:38that you made millions from. You made
2:40over a million pounds a month. Joe, I
2:42remember inside that plan you said that
2:45although strategically you wouldn't say
2:47that people should have a protein shake
2:48or a protein bar that they were
2:50completely viable swaps that someone
2:52could implement into their diet. So what
2:53changed, Joe? Did the science change? So
2:55before you say you're not in this for
2:57the money, bro, shut up.
2:58>> Money we do make is going to healthy
3:00eating charities.
3:00>> Healthy eating charities. That's how you
3:02help with the blowback. But it's not
3:03helping with the blowback, is it? Oh
3:04yeah, it wasn't that long ago that Joe
3:06listed protein bars as recommended snack
3:08in his 90-day plan. But some people are
3:10proper sucking them off here. and Sophia
3:12here. Imagine pushing this narrative
3:13during a cost of living crisis with
3:14people more confused about ever. The
3:16risk of demonizing ultrarocessed foods
3:17outweigh any benefits of cutting them
3:19out. Especially when we all know deep
3:20down that moderation is key, which is
3:22such a valid point here that we're not
3:23even getting into. Recently, you've gone
3:24after sugar, yet you say how you like a
3:26gin and tonic. You're just all over the
3:28place, mate. Have you not made enough
3:29money? I'm a qualified nutritionist,
3:31even though I'm confused by this. Can
3:32you please stick to Jumping Jacks?
3:33>> This is a vehicle to put pressure on the
3:35government to change the way these items
3:36are labeled and marketed to us.
3:38>> Okay. Do you know what? I think the
3:39government have got quite a lot on their
3:40hands right now, you know. Oh, the boats
3:42are coming over. Digital ID, Nigel
3:45Farage, Reform, uh, excuse me, protein
3:48bars. There's a there's a few processed
3:50uh food food groups in Listen, out of
3:52all the foods to go after and all the
3:54people to demonize, why the protein bar
3:56for a first, most people consuming
3:58protein bars are trying to implement
3:59health-seeking behaviors into their
4:00life, they're actually swapping that
4:02from a proper chocolate bar. Because
4:04what you may or may not know is people
4:05that are obese don't go from a chocolate
4:07bar to a stem of broccoli when they're
4:08hungry. And there are steps and places
4:10inside. Someone that does 1,000 steps a
4:12day might go to 4,000 steps. They might
4:13swap their Mars bar for a flipping carb
4:15killer. It's not even been called that
4:17in a while. Protein bar. It's snack that
4:18they can put in their backpack or put in
4:20the car to prevent them from binging and
4:22overeating. Having a protein bar in the
4:23car for a journey that's an hour and a
4:25half might stop you stopping off getting
4:26three bags of crisps and a sandwich.
4:28These are tactile parts of dietary
4:30change to really get people to sustain
4:32stuff. And before we even get into the
4:33nuts and bolts, let me make this very
4:34clear for anyone watching. There are
4:36three ways that you can improve
4:37someone's health, the people that he's
4:38talking about. One, you can eat better.
4:40But do you not think people [ __ ] know
4:42this already? Do you think that people
4:44that are 20 stone don't know that they
4:45should be eating a salad? And if you
4:47care that much about making people
4:49healthy, remember this. So you can make
4:50people eat better foods. Cool. Probably
4:52the hardest one out of all three. The
4:53second one is you can help them lose
4:54fat. Protein bars play a big role in
4:56dietary adherence, which has a big
4:58[ __ ] part in people losing fat. When
5:00people lose fat, they become objectively
5:01healthier very, very fast. And the third
5:03thing you can do is get them to
5:04exercise, which I know you're a
5:05proponent of. Now, arguably, when
5:07looking at cohorts of millions of people
5:08that are struggling with their health,
5:10surely getting them to eat less and to
5:11exercise more of the low hanging fruits
5:12to demonize them or make them feel [ __ ]
5:14for having a protein bar isn't it, bro.
5:16>> Honest put transparent, like truthful
5:18health warnings on these foods. Go and
5:20check out a killer bar. UK, but
5:22remember,
5:22>> so we're going to put health warnings on
5:23water. Don't drink too much of this or
5:25you will die, which actually happens.
5:27The reason that I hate this is I even
5:29saw this LinkedIn post the other week
5:30where people are talking about the
5:32profits of carb killer going down.
5:34They've just expanded into the US by the
5:35way and they just make some claims here.
5:37Palm fat and glycerol isn't clean or
5:39good for you. Sweeteners and malitol
5:41doesn't scream gut health. Now I put a
5:42comment here and I I just quite simply
5:44said hey mate this is interesting. I
5:46want to expand on this. Can you please
5:47site the studies in which you're
5:48referring to for the palm fat and
5:49glycerol? I've seen some studies that
5:51show interesting outcomes in the
5:52opposite direction. I also said the
5:53sweeteners when you say don't scream gut
5:54health again. Can you please site some
5:56studies? What is screaming gut health?
5:58And then also I said, "What do you
5:59consider ultra processed?" Cuz I went on
6:00this guy's website and he sells protein
6:02butter balls. People just make claims in
6:04a bid to go popular on LinkedIn. And
6:06you'll notice that my comment got more
6:07likes in his post in the first place.
6:09You can't just go out there and make
6:10claims without citing studies or at
6:12least some form of solid evidence to
6:14back it up. This is why we're in such a
6:16bad place in the first place. Not
6:18protein bars. Now, there's two things
6:19that's happened here.
6:20>> I do stand on this bar. Do not eat this
6:22bar. Check it out. Let me know what you
6:23think. that face here just a bit
6:24patronizing and condescending but anyway
6:26so uh first thing that's happened here
6:28channel 4 have got their myths involved
6:30so I don't know what this is going to be
6:32about but let me tell you this I started
6:34filming a documentary about 2 years ago
6:36with channel 4 about steroid juice and
6:38the whole purpose of that documentary
6:40was to try and really get into the minds
6:42of young people especially in Britain uh
6:44you know under under 18s that are
6:46looking to anabolic steroid juice to
6:48maybe you know look better feel better
6:50keep up in the fitness industry whole
6:52load of things And I really wanted to
6:53put some education out there so people
6:54could really understand what it is
6:55they're doing, where they're getting it
6:56from, etc. Very early on into that
6:58documentary, we had to cease. We had to
7:00stop because everything that I wanted to
7:01talk about was getting taken over by
7:03what they wanted. Oh, no, no, James,
7:05don't say that. We'll do this cuz it'll
7:06be better on TV. And I'm like, "Yeah,
7:07but that's not the point. Oh, but James,
7:09think about TV. We've got to sell the
7:10production. We've got to have an enemy
7:11here." And before you know it, you're so
7:13far away from where you started. Joe
7:14here probably wants people to eat a
7:16little bit healthier. Probably wants
7:18people to jump around the front room and
7:19whatever it is. And 100% I believe he's
7:22working with this guy who's going to
7:23sell a lot of books off the back of
7:24this. Ultrarocessed people. Why do we
7:27eat stuff that isn't food? And why can't
7:28we stop? There's a few things. Cost for
7:30a start. People are struggling to feed
7:32their [ __ ] families, mate. And not
7:33everyone can afford to have an avocado,
7:35quinoa, salad three times a day. Two,
7:37convenience. Again, people are
7:39struggling with money, so they're
7:40probably working more, got more shifts.
7:42Also, that's causes stress. And stress
7:44causes another plethora of issues.
7:45They're all, you know, if you're making
7:47a million pound a month, you can just
7:48have a chef order all your meals. It's
7:49not the same for everyone. And again,
7:51have you ever noticed there's always a
7:52little bit of dramatization surrounding
7:54things, but again, it's just annoying,
7:56right? So, Good Morning Britain.
7:57>> Daily Mail.
7:58>> Oh, absolutely gross. You spat out a bit
8:00of protein bar onto the Daily Mail.
8:02Cool. Whatever. But I guarantee if Joe
8:03Wix went on Good Morning Britain, as
8:05I've done, whatever narrative you're
8:06looking to do, they're going to back it
8:08up. If you went there saying, "This is
8:09my new product." They go, "Joe, this
8:10tastes bloody amazing. It's [ __ ]
8:11television." They know that Joe going on
8:13there will get a pull from his audience.
8:15>> This is just symbolic. This is I'm not
8:17targeting protein bars in it in its
8:19>> You pretty much [ __ ] are, mate.
8:20>> So, this is about the food and this is a
8:22symbol of like the fact that I can sell
8:23this legally.
8:24>> Do you know what you can sell legally?
8:25Cigarettes, alcohol. Do you know what
8:28you can sell legally? [ __ ] vapes,
8:29mate. Yeah. Out of everything in the
8:31supermarket, you went protein bars.
8:32These are harmful to us. Explain how,
8:35what quantities, what frequencies, what
8:37studies. Because with so many things,
8:39it's the dose that's important here. And
8:40if you're telling me that someone that's
8:42in good shape, that eats adequate
8:43protein, that eats five [ __ ] servings
8:44of fruit and vegetables a day, and can
8:46run 5K in 25 minutes, that a [ __ ]
8:48protein bar is harmful to their health,
8:50you best be coming with studies.
8:51Otherwise, this is irresponsible
8:53fear-mongering. And it's with your own
8:56agenda in mind. Again, when you did the
8:57workouts during lockdown, were you doing
8:59it for the kids or was it just getting
9:00your career back on track?
9:02>> The thing about a lot of these products
9:03is they put health claims on it. Added
9:04protein, high in
9:05>> added protein isn't a health claim. It's
9:06saying it's got protein in it. high in
9:08fiber. Even even if it's not legitimate
9:10fiber, fake fiber, whatever you want to
9:12call it.
9:13>> 100 health and nutritional benefits on
9:14this product. But if you turn it over,
9:16you see the real honesty, you know, and
9:17this is like there's health warnings on
9:18here because excessive consumption may
9:20increase the risk of diarrhea.
9:20>> What is excessive consumption? Do you
9:22not think that's something you should
9:23site? Again, people go after sweeteners
9:25a lot. Coke zero, for instance. It'll
9:26give you cancer in rodent studies. Well,
9:29well, well, with you know, yeah, if
9:31someone must have over 85 cans a day,
9:33that would put them at the minimum
9:34threshold for what you could consider
9:35being a risk. But actually the real fact
9:37of the matter is even that is 10 times
9:39what actually anything could even be
9:41cited in evidence. So really it's more
9:43like 800 cans of Coke Zero a day. So for
9:45me to go Coke Zero gives you cancer is a
9:47little bit of stretch on the claim. Same
9:49here. Excessive consumption. What's that
9:50Joe? Well if you ate 432 protein bars a
9:53day you could get diarrhea.
9:54>> Cancer, stroke and early death.
9:56>> Excessive. And you can tell he's just
9:57reeling off scripts in the back room.
10:00Remember Joe? Stroke cancer early
10:01deaths. Stroke cancer early deaths.
10:03Diarrhea excessive cons. diarrhea cuz
10:06Joe Wixs do not eat this bar. I should
10:09have me that before.
10:10>> What was I doing?
10:11>> And and and the aim of this bar, this
10:13isn't about making money. This isn't a
10:14business. Any money we we make from this
10:16product will be going
10:17>> No, this is a PR campaign. You partnered
10:19with C4. You brought in another author.
10:21This is about putting you front and
10:22center. You want to be the new Jamie
10:23Oliver going into kitchens getting
10:24people to eat better. We get it. We get
10:26it.
10:26>> Um healthy eating charge. This is about
10:28putting pressure on the government to
10:29put
10:29>> putting pressure on the government. So
10:31what are they going to do? They're going
10:32to create an And by the way, remember
10:34mate, when the government invests
10:36billions of pounds into schemes or
10:38whatever, that's our money. Our SL
10:40businesses in the UK that pay corp tax.
10:41So, it's our money. Okay? You want more
10:43money for the government to spend on
10:45other things, which is only going to
10:46come from taxpayers so that you can
10:48spend billions of pounds to come full
10:49circle to go you're better off eating an
10:51apple. Thank you [ __ ] so much.
10:53>> These health warnings, so the in in
10:54Chile and other South American
10:55countries, they've got health warnings.
10:56honest about the
10:58>> and again rather than trying to get the
10:59government to do something or to ban
11:00stuff, which they're not going to do,
11:02why not just use this as an actual
11:04opportunity to educate people with the
11:05[ __ ] facts, the [ __ ] evidence, you
11:07could have made a YouTube video going
11:08the truth about protein bars. You could
11:10have an introduction. You could have a
11:11setup. You could have referenced
11:12studies. You could have done so much.
11:14Then you could actually educate people
11:15and empower them to make their own
11:17decisions. But this fearongering and
11:18scaremongering is [ __ ] exhausting at
11:20this point, mate. How often am I going
11:22to have to make videos about you? It's
11:23been 10 years, Joe. When the [ __ ] are
11:25you going to learn a thing or two about
11:27nutrition and stop being a [ __ ] clown
11:30puppeteered by any campaign to get a bit
11:32of PR and exposure? You got millions of
11:34pounds. You got a really hot miss. You
11:35got a beautiful family. [ __ ] is that
11:37not enough, mate?
11:38>> Foods and the ultrarocessed ingredients
11:40and it's reduced the consumption of
11:41these foods in those in those
11:42territories. So, this is something
11:44that's really important. You know, diet
11:45is killing us. The
11:46>> diet is killing us. No, mate. Really,
11:48let's look at the facts. Let's be honest
11:50here. Obesity related diseases are
11:52killing a lot of people. eating
11:54processed foods. You know, if we go to
11:55A&A, bro, trust me. We look at people on
11:58the death beds. There's not many. Oh,
12:00[ __ ] hell, Steve. Dead. What
12:02happened? Ultrarocessed. Heart attack,
12:03cardiovascular disease, stroke, things
12:04you said about yourself. We've even got
12:06a type two diabetes classification.
12:08Obesity related illnesses. You look at
12:09COVID. No one kicked it because they had
12:11[ __ ] McDonald's for breakfast. The
12:13human body has evolved with a certain
12:15amount of tissue on it. And when you are
12:16very, very big and you put a lot of
12:17stress on organs such as the heart, you
12:19are asking for issues. Now I agree that
12:21ultrarocessed foods are one of many
12:23contributors to people being obese and
12:25living lives of you know inadequate
12:27exercise and overly excessive adaposity
12:30which means body fat cho but to come
12:31here and say this is just [ __ ]
12:33irresponsible
12:33>> eating I know it's quite shocking and
12:34it's quite provocative to hear that but
12:36you know there's there's so much
12:37research now linked to these
12:38>> then tell us the [ __ ] research site
12:40the [ __ ] studies brav
12:41>> you know ingredients and and it's not
12:43good for our health and yet 80% of a
12:45child's diet in the UK in low-inccome
12:46families is coming from ultrarocessed
12:48foods it's a
12:48>> well thank [ __ ] you made a documentary
12:50Because all of them are going to go,
12:50"Oh, babe, don't worry. Don't worry.
12:52Low-inccome family. What are we going to
12:53do? Give him apples. Get the babe. Don't
12:55get a cereal for little Tommy. Get a bag
12:57of potatoes. Get a bag of potatoes.
12:59Excellent. Insinuating protein bars
13:01carry risk of cancer is disgusting." I
13:03agree. This is horrific. The marketing
13:04and messaging, mate. I tell you what,
13:06although I think you're a pleb, I think
13:07your heart's in the right place. I
13:08genuinely think you want to do better.
13:10And I'm actually happy that people are
13:12trying to go out there and try and make
13:13some things better, but this ain't it,
13:14mate. And considering we don't even see
13:15eye to eye, if your PR team want to talk
13:17and ideulate some ways to, you know, get
13:19you back to the front of being the, you
13:20know, the UK's number one fitness go,
13:22cool. Let's hash out some ideas. But
13:24this isn't it, mate. This is absolute PR
13:27devastation. You're getting a little bit
13:29of airtime on TV, but the majority of
13:31people are just thinking, "What a
13:33[ __ ] knob." When we didn't think we
13:34could get worse than Eddie Abu, and I'll
13:36tell you why I compare you to Eddie
13:37Eddie Abu, right? Eddie Abu is a product
13:40of his audience. He was a very rational,
13:42reasonable person before people started
13:44wanking him off for screaming at foods
13:45in supermarket aisles. You are now
13:47becoming a product of the people here
13:49too. But I think you live in a little
13:50echo chamber with the PR team and the
13:52real world do not agree with this
13:54sentiment. Whatever. Do better. And if
13:56you don't believe me that Joe Wix chats
13:57a lot of [ __ ] a lot of the time. Well,
13:58there's a video right here of the last
13:59time he was doing it where I had to tell
14:00him off. Do better, Joe Wix. [ __ ]
14:02hell. It's been 10 years. I'm getting
14:03tired of this.