Joe Wicks's Philosophy: Whole Foods First, Supplements Second
For years, Joe Wicks, known as The Body Coach, has built his brand on the principle of a balanced diet based on fresh, whole ingredients. His popular 'Lean in 15' recipes are testament to this, focusing on simple, quick meals packed with lean protein, healthy fats, and carbohydrates. Wicks’s long-standing message has always been that a healthy, balanced diet is the cornerstone of fitness and weight management. Supplements, including protein powder, have consistently been framed as a secondary, convenient option, not a dietary staple. This philosophy emphasizes that getting nutrients directly from food provides additional vitamins and minerals that processed products often lack.
The Myprotein Collaboration and His Personal Use
In 2019, Wicks collaborated with Myprotein to launch his own range of supplements, including a whey protein powder. This move surprised some of his followers, as it seemed to contradict his whole-food-focused brand. However, he clarified his position on his personal social media, detailing his own routine. In a 2019 Instagram post, he mentioned having a whey protein shake mixed with almond milk and ice after his training sessions. Importantly, he noted that this shake was an addition to his diet, not a meal replacement. This demonstrated that while he uses protein powder for convenience, it is integrated into a diet rich in traditional protein sources. The Body Coach's Myprotein range, which is no longer available, also featured a vegan protein option, catering to different dietary needs.
The Ultra-Processed Food Documentary and Evolving Views
More recently, Joe Wicks has taken a much stronger, more critical stance against certain processed foods. In his 2025 Channel 4 documentary, Licensed to Kill, Wicks teamed up with Dr. Chris van Tulleken to highlight the potential harms of Ultra-Processed Foods (UPFs). As part of a public awareness stunt, he created a "dangerous" protein bar to draw attention to the high levels of additives and artificial ingredients often found in such products. This provocative campaign, while causing controversy, revealed a growing concern from Wicks about the food system and the processing of supposed 'health' foods. The documentary made it clear that while some protein supplements may be fine, many bars and powders fall into the UPF category that Wicks now publicly scrutinizes.
Protein Sources in The Body Coach Plan
For those following Wicks's 'Lean in 15' style of eating, there is no shortage of natural protein sources recommended in his recipes. His cookbooks and app are filled with meals that feature high-quality protein from natural ingredients. Here are some examples:
- Meat and Poultry: Lean chicken and turkey are staples in many of his recipes, often paired with vegetables and healthy carbs.
- Fish: Salmon and other fish are frequently featured, providing both protein and healthy omega-3 fatty acids.
- Eggs: A breakfast favourite for Wicks, eggs are a versatile and excellent source of protein.
- Legumes: For plant-based protein, Wicks's veggie recipes often include legumes like beans and lentils.
- Dairy: Low-fat dairy products like Greek yogurt are used in some of his protein-focused snacks.
- Nuts and Nut Butters: Recommended as quick, protein-rich snacks, nuts and nut butters are prominent in his plans and were even part of his Myprotein range.
Comparison: Joe Wicks's Past vs. Recent Stance
Joe Wicks's relationship with protein powder and supplements has undergone a notable shift in public perception. The table below outlines the contrast between his earlier messaging and his more recent position.
| Aspect | Circa 2019 (Myprotein Collaboration) | Circa 2025 (Licensed to Kill Documentary) |
|---|---|---|
| Stance on Supplements | Marketed and endorsed his own line of whey and vegan protein powders. | Warned against the dangers of ultra-processed protein bars and supplements. |
| Personal Use | Publicly stated he used a post-workout whey protein shake as a convenience. | Suggested a more critical view on reliance on processed supplements for nutrition. |
| Core Message | Emphasized a 'whole foods first' approach, with supplements as a convenient extra. | Highlighted the broken food system and the misleading marketing of many 'healthy' products. |
| Protein Delivery | Provided both whole-food recipes and powdered supplements as options. | Focused almost exclusively on whole foods as the safest and most reliable source of protein. |
Conclusion
The answer to "Does Joe Wicks use protein powder?" is not a simple yes or no. He has publicly used protein powder in the past and even commercially produced his own line of supplements. However, his core nutritional philosophy has consistently placed a greater emphasis on whole foods. His more recent documentary work has added a critical layer, condemning the ultra-processed nature of many products in the supplement industry. For followers of The Body Coach, the takeaway is clear: while a protein shake can be a convenient addition, the foundation of a healthy diet, according to Wicks, should always be protein-rich, unprocessed whole foods. For a deeper dive into his eating plans, check out his blog.
Frequently Asked Questions
What does Joe Wicks say about protein powder?
Joe Wicks has historically framed protein powder as a convenient way for people with busy schedules to meet their protein needs, particularly post-workout, but has always stressed that it's preferable to get protein from whole foods.
Did Joe Wicks ever sell protein powder?
Yes, in 2019, Joe Wicks partnered with the brand Myprotein to launch his own range of supplements, which included both whey and vegan protein powders.
Does Joe Wicks recommend protein shakes as a meal replacement?
No, Joe Wicks has stated that his protein shakes should be consumed in addition to a healthy breakfast, not as a replacement for a meal.
Why did Joe Wicks create a "dangerous" protein bar in his documentary?
He created the "dangerous" bar as a publicity stunt for his 2025 documentary, Licensed to Kill, to draw attention to the high levels of questionable ingredients and misleading claims found in many ultra-processed protein bars on the market.
What are some natural protein sources that Joe Wicks recommends?
Joe Wicks recommends a variety of natural protein sources, including lean meats, fish, eggs, low-fat dairy products like Greek yogurt, nuts, and legumes.
Is Joe Wicks's current stance on supplements a contradiction of his past behavior?
His recent criticism of ultra-processed protein bars, following his own endorsement of protein powder in the past, highlights an evolving perspective. Critics have pointed out the apparent hypocrisy, while others argue it reflects a deeper understanding of the food industry's complexities.
What is The Body Coach's core nutrition message regarding protein?
His core message, consistent over time, is that protein is an essential nutrient and that prioritizing whole, unprocessed foods is the best way to get it.
Key Takeaways
- Yes, Wicks has used protein powder: An Instagram post from 2019 confirms Joe Wicks personally uses a whey protein shake after training, but as a supplement, not a meal replacement.
- He launched his own brand: In 2019, Wicks collaborated with Myprotein to sell his own branded whey and vegan protein powders.
- Whole foods are still his priority: His foundational nutritional philosophy has always emphasized getting protein and other nutrients primarily from fresh, unprocessed food sources.
- His views have become more critical: The 2025 documentary Licensed to Kill saw him actively condemn ultra-processed protein bars, highlighting concerns about additives and misleading labels.
- The context is crucial: His position on protein powder is nuanced; he sees a place for it as a convenient option but maintains that it should not replace quality nutrition from whole foods.
Conclusion
Joe Wicks has publicly used, endorsed, and sold protein powder, but his recent commentary on ultra-processed foods reveals a more critical and cautionary perspective on the supplement industry. He consistently promotes a 'whole foods first' approach to nutrition, with supplements playing a supportive role, not a central one. Ultimately, The Body Coach's message encourages followers to build a diet on nutritious, natural ingredients, making protein powder an optional convenience rather than a necessity.
