Joe Wicks is blasted for ‘demonising sugar’ and ‘creating weird obsessions’ – after revealing he felt like a ‘s**t dad’ for refusing heartbreaking plea from daughter, 3, for a sweet treat

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Joe Wicks faced criticism for allegedly portraying sugar negatively, following his disclosure that his daughter asked him for a sugary snack.

Last week on Instagram, the popular fitness entrepreneur, aged 39, divulged a detailed account of an outing to a play area with two of his kids: three-year-old daughter Leni and fifteen-month-old son Dusty. Apart from them, he is also father to Indie, seven, and Marley, six, who are shared with his wife Rosie.

Joe expressed his frustration about how all the food at the playground seemed loaded with sugar. He lamented, “They’re always drawn to sugar, and every time I go out with my child, it feels like an ongoing struggle.

Then, he shared: “I had told her that I had some fruit for her. In response, she asked, ‘Daddy, why do other kids get candy?’ It’s challenging to explain this to a three-year-old, and in that moment, it made me feel like I might not be the best father.

The article sparked intense disagreement among supporters, as some claimed it lacks a balanced perspective, while others argued that it fosters unhealthy perspectives towards food by criticizing sugar and specific food groups as if they are harmful.

Joe’s remarks focused on ultra-processed foods and the ease with which sugar is accessible to children.

Joe’s conversation revolved around ultra-processed foods and the convenient access of sugar for children.

Or even:

In his discussion, Joe touched on the topic of ultra-processed foods and the ready availability of sugar to children.

The celebrity known as The Body Coach, famed for his role as a wellness advisor, has previously talked about undertaking sugar cleanse diets and the potential dangers of excessive sugar consumption, sparking conversations about maintaining balance or moderation in one’s diet.

In simpler, more conversational terms, the caption could be rephrased as follows: “Yesterday, I brought Leni and Dusty to a local leisure center, and as we walked in, we were greeted by numerous candy vending machines.

Later on, after mentioning “not right now, dear,” we ended up at a soft play area that had a cafe with an assortment of treats arranged at children’s eye level. This included snacks like chocolate bars, crisps, muffins, and fruit pastilles, as well as drinks such as fruit shoots, soda, and slushies, not to mention cakes too.

The food selection, as expected, mostly consisted of deep-fried dishes and peanut butter and jelly sandwiches accompanied by sweet beverages in cartons. This seems to imply a limited variety for children’s meals and a notion that children only consume child-oriented food.

Even though we had fruits and I prepared a nutritious lunch for them at home, finding something healthier is never as enticing as sweets to them. It’s a continuous struggle dealing with their preferences for sugar whenever we’re outside together – a challenge faced many times daily when out with young children.

After informing her that I had some fruit for her, she asked, “Daddy, why do other children get candy?” Explaining this concept to a three-year-old can be challenging, and at that moment, I felt a pang of frustration, as if I was failing as a father.

It seems that the frequent consumption of snacks has likely been the biggest mistake in our dietary habits. Constant snacking and grazing isn’t beneficial, particularly when it involves foods that cause a rapid rise in blood sugar and stimulate increased hunger and cravings…

Sugar is ubiquitous, found virtually in everything we consume on a daily basis, including most processed items stocked on store shelves. It seems nearly impossible to escape it entirely.

Ever since I’ve become committed to helping my kids adopt a healthier diet, I can’t help but notice the prevalence of sugar in our meals. Could it be that this has always been the case, or am I just becoming more aware now? Regardless, my kids certainly consume their fair share of sweet treats…

Treats are sometimes given, but they aren’t constant, like what we’ve grown used to. It’s disappointing that we all encounter situations like this in our parental roles, and it never seems simple to manage…

Could you help me find the solution? Honestly, I’m at a loss. I can only hope that I may discover it one day in my role as a parent. What are your ideas and insights regarding this matter?

As a devoted follower, I found myself expressing disagreement with Joe’s demeanor, and others echoed my sentiments. In our comments, we wrote: “It seems his children might end up diving headfirst into a sugar-filled bag when they grow old enough to manage it…”, emphasizing our concern about his actions.

As you persistently deny sugar to them, they may develop a stronger desire for it as they grow older. My personal experience as a rebellious teenager has taught me that trying to impose rules can sometimes backfire, leading to unwanted outcomes… essentially, you might be fostering a sugar-loving ‘monster’ instead.

It’s essential to understand that maintaining balance is key, and portraying “less healthy” options negatively might unintentionally make them seem more enticing to young children.

In terms of my extensive knowledge from writing a book about this subject, I’d assert that offering them an occasional indulgence can help diminish the thrill and normalize the situation rather than making it seem extraordinary.

Instead of just stating it, consider explaining to children the difference between how sugar and fruit affect our bodies, using language they can easily understand. This way, they’ll grasp the reasoning behind your food choices, which could make them more receptive to healthier options. I hope this guidance is helpful!

If you’re preparing homemade meals for them at home, it’s perfectly fine for them to have a sweet treat while they’re playing outside.

Avoid labeling any particular food group negatively and making someone feel that certain foods are forbidden, especially sugar. Instead, practice moderation as extreme restrictions may lead to unhealthy food fixations or eating disorders. Just ensure that the food available at home is rich in nutrients…

It seems to me that you ought to relax a bit and perhaps reconsider your strong stance against allowing small treats, as it doesn’t appear realistic to think that these snacks will transform your children into someone like Pete Doherty. In fact, I completely concur with your perspective that they will eventually have the opportunity to make their own choices about what to consume when they are with their peers.

An unusual McDonald’s meal won’t harm them… One of the most unfortunate consequences of COVID-19 has been the rise in demonizing certain items such as sugar and himself comparing food to a drug. This approach is illogical. Demonizing foods sets a poor example…”

I made minor adjustments to improve readability and clarity, while still retaining the original message.

‘Everything in moderation. Kids don’t gets obese and ruin the NHS by having the odd jaffa cake.’

In a similar vein, Kate Lawler from Big Brother concurred with Joe’s remarks, expressing her agreement by stating: “Absolutely, Joe! Change is definitely overdue…

I frequently pass by Greggs upon exiting a train station, about two to three times a week, and it seems that every item they sell is unhealthy. Whether it’s their drinks or their food, it would be great if healthier options were more readily available.

Some supporters rallied around Joe, with well-wishers writing: “It seems Joe might be in the right here, as many are criticizing him for condemning Ultra-Processed Food (UPF)…Isn’t it odd to think that Joe could be correct? It isn’t common to encounter such an excessive amount of UPF in our meals…

Each and every occasion, the sweet shop seems omnipresent, and engaging in dialogue with fellow parents who offer candy at an 11:30 am park playdate can be quite challenging. I encountered this situation just a week ago.

I agree with your sentiment – it’s troubling that young children, as well as those of all ages, have come to consume inadequate Ultra Processed Foods so frequently. This is an unfortunate development that stirs deep debates on various aspects, both ethically and emotionally.

I agree with you; it’s not appropriate as there’s an excessive amount of sugar, which overshadows the beneficial elements. However, there are always exceptions, and sometimes… By the way, don’t forget to mention that not every child is consuming sugar either.

Many parents I am acquainted with likely wouldn’t make a purchase from that place for their kids, either…” (Regarding the handle, it seems you’ve chosen an intriguing and catchy username!)

The daily intake of even just one sugary snack can have significant effects on both children and adults, leading to a habit that may harm your overall health. Observe the current state of our healthcare system – it’s severely strained…

There are just as many people struggling with obesity as there are others – over a billion. So instead of criticizing someone who is attempting to help and spread awareness, maybe it’s worth considering focusing on becoming your best self and showing kindness.

His recent update follows the scrutiny that Joe encountered from fitness professionals such as personal trainers, nutrition experts, and diet advisors, following his assertion that he had slipped up in maintaining his sugar-free regimen.

The personal trainer has been chronicling his attempts to cut out all types of sugar, even those occurring naturally in fruit, on various social media platforms as part of his personal health journey.

Yet, it’s been highlighted within the digital fitness circle that there are apprehensions regarding him disseminating ‘questionable’ information on unhealthy eating habits to his vast audience.

In a simple, natural, and engaging way, the sentence could be rephrased as follows: “On his own Instagram account, which boasts 4.8 million followers, Joe shared an update video detailing his sugar-free journey, admitting he had indulged in an entire pack of Jaffa Cakes.

He mentioned that a moment of vulnerability happened during the filming of the celebrity special episode for the BBC’s Gladiators game show, which then prompted him to consume more sweets like brownies and assorted fruits over the following days.

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2025-09-09 13:34