Joe Wicks warns not all protein bars are created equal—here's why

Fitness coach Joe Wicks has expressed concerns about protein bars, labeling them as ultra-processed foods (UPFs). While acknowledging their role in a balanced diet, he cautions that some contain sweeteners, emulsifiers, and refined ingredients. His remarks coincide with studies showing wide variations in quality among popular brands.

Wicks compared three well-known protein bars, beginning with the OREO Grenade Protein Bar. This 60g option delivers 21g of protein but includes whey protein isolate, emulsifiers, and sucralose—making it the most processed of the three.

The NAKD Cocoa Hazelnut Protein Bar takes a simpler approach. Its ingredients list features dates, peanuts, chicory fiber, and peanut flour, providing 7.2g of protein. Meanwhile, the PIP & Nut Protein Bar offers at least 10g of protein, with its peanut butter flavor made from roasted peanuts and topped with peanut butter caramel.

Independent tests have also evaluated the market. Greenpeace reviewed 293 protein bars, endorsing just four: Naturally Pam and Nussy products, sold at Bipa, Spar, and Interspar. Öko-Test assessed 20 bars and approved three—Aldi Sports Protein Riegel Brownie, Hej Bar Pro Chocolate & Peanuts, and Powerbar Protein + Low In Sugars Chocolate Brownie.

Wicks' assessment places protein bars alongside occasional treats like chocolate bars when consumed in moderation. The tests emphasize that not all options are equal, with some brands relying heavily on artificial additives. Consumers now have clearer guidance on which bars offer better nutritional profiles.