Joe Wicks says his new "Killer Protein Bar" proves how dangerous ultra-processed foods really are.

The media says it's a wake-up call.

We say it's an epic opportunity to discuss the real issue in fear marketing dressed up as health education.

In this episode, Dean and Acos cut through the hysteria to expose what's really going on:

• The truth about ultra-processed foods and what the science actually shows

• Why blaming a single protein bar misses the entire systemic picture

• How the fitness industry weaponises fear for clicks, clout and cash

• The hidden ingredients Joe Wicks "forgot" to mention and where you already eat them daily

• The real health risks that matter: behaviour, context and lifestyle patterns

Expect sarcasm, science, and straight talk - no influencer filters, no sensational headlines.

Because the real killer isn't the protein bar.

EPIt's the bullshit we keep swallowing.