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The real problem with UPFs isn’t the ingredients, it’s the incentives
By Amir Mousavi2025-10-17T07:24:00
As the man behind Joe Wicks’ headline-grabbing Killer protein bar, Amir Mousavi, founder and food consultant, Good Food Studio, gets real about food development, UPFs and what needs to change
My team at Good Food Studio formulated the bar to the exact brief Joe Wicks’ team gave us. Two hundred health claims? Fine. High protein? Done. Add anti-claims with health warnings? New for us, but achievable. Ninety-six ingredients and a fair bit of processing later, the brief was met.
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