I’ve been following the conversations around Joe Wicks’ new documentary about ultra-processed foods (UPFs), and I think it’s doing exactly what it set out to do which is get people talking about what we’re really eating. It was never going to have all the answers, but it’s shining a light on how deeply UPFs have crept into our diets, and that’s an important start. It’s easy to get defensive or panic, and you might not feel reflected in the statistics. The reality is that in the UK, ultra-processed foods account for around 56–57% of daily energy intake for adults, and an even higher proportion for adolescents and children at around 65–66% (Public Health Nutrition, 2022). This combined with the latest information that suggests that a mere 8% of children (11 to 18 years), 27% of adults (19 to 64 years) and 35% of those aged 65 years and over actually achieve the 5-A-Day recommendation should be the real cause for concern here, not whether Joe Wicks is ‘scaremongering’
The backlash misses the point
There’s been a lot of criticism, and to be honest, I think much of it misses the point. I find it interesting that many of the loudest critics are influencers who promote protein cookies, wafers and bars as if they’re essential for good health when really, most are just sweet treats with added protein. It’s not necessarily going to be the worst decision you make for your health to eat them, but let’s not pretend they’re the cornerstone of a balanced diet. I’m not saying all products are terrible. I use a plant-based protein powder I’ve researched properly and occasionally have snack bars like Nakd.
Processed vs. ultra-processed
What often gets lost in the debate is the difference between processed and ultra-processed foods. What do we actually mean by “ultra-processed foods”? It’s important to remember that “processed” doesn’t automatically mean “unhealthy.” Most of the food we eat has been processed in some way like washing, freezing, chopping, cooking and fermenting are all forms of processing. These techniques make food safer, tastier and often more accessible. For example, tinned beans, frozen berries, dried pasta and canned tomatoes are all processed rather than ultra-processed and all feature as part of a balanced diet
The term “ultra-processed foods” (UPFs) comes from the NOVA classification system, which groups foods by how much industrial processing they’ve undergone and what’s been added along the way. UPFs are foods that have been formulated mostly or entirely from industrial ingredients and contain additives you wouldn’t typically use in home cooking with things like flavour enhancers, emulsifiers, colourings and artificial sweeteners. They’re designed to be hyper-palatable (crunch, saltiness or sweetness) and very convenient, but their business plan is to sell as many as possible rather than nourish you
Typical examples include:
- Fizzy drinks and sweetened breakfast cereals
- Packaged pastries, biscuits and instant noodles
- Many supermarket ready meals and processed meats
- Snack bars or protein products that look “healthy” but have a seriously long ingredients list
What makes UPFs concerning isn’t only any single ingredient, but the overall pattern: they’re often low in fibre, protein and essential nutrients, yet high in salt, sugar and saturated fats. They’re calorie dense and easy to overconsume. Research suggests that diets high in UPFs are linked with higher risks of obesity, type 2 diabetes, heart disease and even depression. The documentary isn’t making it up unfortunately and we have more information and studies than you may think
It’s also worth acknowledging that UPFs are cheap, accessible, and heavily marketed, especially in the UK, which helps explain how they’ve managed to make up such a large proportion of the average diet. The UK often assumes it’s “better than other countries” when it comes to food regulation, but this is a good moment to admit that maybe we’re not doing as well as we think. Health and nutrition claims on packaging can be incredibly misleading, especially with the current obsession with protein. A bar can contain more sugar than a regular chocolate bar and still be marketed as “high-protein” or “low-sugar” thanks to the way labelling rules work. Even when you think you’re making a healthier choice buying a brown sliced loaf instead of white, or a ready-made oats pot to grab and go, they can still fall into the UPF category.
That’s actually what I think Joe Wicks was trying to highlight with his own “ridiculous” protein bar and show that these kinds of claims and ingredient combinations are allowed under current regulations. People are happily eating a whole range of similar products while being up in arms about his.
A reminder of Jamie Oliver’s school dinner campaign
This whole conversation reminds me of Jamie Oliver’s effort to improve UK school dinners back in the mid-2000s. He did an incredible job showing how one of the most important meals of the day for children was often totally lacking in nutrition. People wanted their turkey twizzlers back, and schools complained that budgets made it impossible to provide better meals. However, despite the backlash, it forced a national conversation and some positive change followed (sadly too late for my own primary school years fuelled by potato smilies). Joe Wicks isn’t oblivious to how expensive nutritious food can be, or how much of a family’s budget it can take up. However it isn’t his job to fix that, it’s the government’s. What he is doing is sparking awareness and encouraging people to think more critically about the food landscape around us.
Focus on adding, not restricting
For me, it’s not about fear or perfection. It’s about awareness and recognising that so much of what’s marketed as “healthy” is actually ultra-processed and engineered for overconsumption. Once you start noticing that, it becomes much easier to make choices that genuinely support your health.
This is exactly why I focus on adding positive things to your diet rather than cutting out long lists of foods. Start by building satisfying, nourishing meals that leave you feeling energised and happy. Make a few healthy snacks that you actually enjoy which definitely don’t need to be “sugar-free” or “no chocolate,” just made with real ingredients by you. When you’re well-fed and enjoying your food, you’re less likely to reach for UPFs out of hunger or habit. You have more energy to move your body, enjoy your day and feel in control of your choices. It’s not about getting defensive or doubling down because you think someone’s coming for your favourites and it’s definitely not your fault. The food landscape just isn’t designed with your health in mind. Awareness is the first step to changing that for yourself and maybe, in time, collectively too.
References
Monteiro CA et al. (2018). The UN Decade of Nutrition, the NOVA food classification and the trouble with ultra-processing. Public Health Nutrition, 21(1), 5–17.
Rauber F et al. (2022). Consumption of ultra-processed foods and health outcomes: A systematic review of epidemiological studies.
Public Health Nutrition, 25(1), 1–13. UK data from: Public Health Nutrition (2022) Ultra-processed food consumption in the UK: associations with demographic and lifestyle factors.
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