Joe Wicks Criticized for ‘Demonizing Sugar’ After Refusing Daughter’s Plea for Treat

Joe Wicks has been slammed for ‘demonising’ sugar, after revealing his daughter pleaded with him for a sweet treat. 

Taking to Instagram last week, the fitness mogul, 39, shared a lengthy post detailing a trip to the soft play with two of his children; daughter Leni, three, and son Dusty, 15 months. He also shares Indie, seven, and Marley, six, with wife Rosie. 

Joe voiced disdain over the fact that all food at the play area was sugar-packed, to which he bemoaned: ‘Nothing will ever be more appealing to them than the sugar and it’s just a battle you face multiple times a day when you are out with little kid’.

He then regaled: ‘After explaining to her that I had some fruit for her she said “Daddy why do all the other kids get to eat sugar?”. It’s such a hard thing to explain to a 3 year old and in that moment it really just left me feeling like I’m a s**t dad.’

The post was met with extreme division, with many fans insisting he is failing to promote balance, while other insisted he is encouraging negative attitudes to food in ‘demonising’ sugar and certain food groups. 

Joe’s comments centered around UPFs [ultra processed food] and the ready availibility of sugar to young children.

The star, who soared to fame as a wellness guru under the name The Body Coach, has spoken in the past about going on sugar detoxes and the harmful nature of ‘sugar dependance’ – leading to discussion around moderation.  

His caption read: ‘I took Leni and Dusty to a soft play yesterday in a Leisure centre. The first thing you see as you walk in the door is vending machines full of sugar…

‘After saying not now darling we got to the soft play and there was a cafe selling the lot, all at eye level to the kids. Chocolate bars, crisps, muffins, fruit shoots, fizzy drinks, fruit pastilles, cakes and slushies….

‘The food menu was the usual deep fried stuff and jam sandwiches with cartons of sugary juice which just reinforces to parents that kids eat kids food and that’s it…

‘We did have some fruit with us and I had made them both a healthy lunch at home before we arrived but nothing will ever be more appealing to them than the sugar and it’s just a battle you face multiple times a day when you are out with little kids…

‘After explaining to her that I had some fruit for her she said “Daddy why do all the other kids get to eat sugar?”. It’s such a hard thing to explain to a 3 year old and in that moment it really just left me feeling like I’m a s**t dad…

‘I think the snack culture is where we have gone wrong the most with our diets. We do not need to be snacking and grazing all through the day especially on foods which spike blood sugar levels & increase our appetite and cravings…

‘I mean sugar is literally everywhere everyday and it’s in almost every single processed product on the shelves. It’s impossible to avoid…

‘Has it always been this way or am I just noticing it more because I’m trying to help my kids eat healthier. My kids do eat sugar…

‘They do have treats but it’s not an all day everyday thing which we have become accustomed to. It’s just sad that this is something we all have to face and navigate through as parents and it never feels easy…

‘What’s the answer? I don’t bloody know. I wish I did. I just know it’s something I’m trying my best to figure out every day as a parent. What’s your opinion and thoughts on this?’

Followers objected to Joe’s attitude, with users writing: ‘Your kids are going to nose dive into a bag of sugar soon as they’re old enough to physically do so…

‘The more you force this no sugar on them the more they’ll crave it as they get older, trust me. I was a rebellious teenager when my parents tried to force things on me. You’re going to create monster…

‘I think it’s all about balance and avoiding demonising the “unhealthy” stuff – doing so can actually make it even more appealing to a small child…

‘Having literally written a book on this, I’d say that allowing them the occasional treat helps to take away the excitement and make it no big deal…

‘On top of that, remember that kids are smart. There’s no reason you can’t explain to them, in simple terms, what sugar does to our bodies versus what fruit does. That way, they can understand the why behind your choices. Hope this help… 

‘If you are cooking homemade food for them at home then there is absolutely no problem with them having a ‘sugary’ snack out at the soft play….

‘Don’t demonize any food group for them or make them feel like sugar is something they can’t have. Everything in moderation, or you will create weird food obsessions / eating disorders.Just make sure the food you have at home is full of nutrients…. 

‘I think you need to chill out and stop making out like a small ‘sugary’ snack is going to turn your kids into Pete Doherty… 100% agree. Once they’re out on their own with their friends they’re going to buy it. 

‘The odd Maccies won’t kill them… his voice an ‘popularity’ is one of the worst follow ons of Covid. Demonising sugar and himself talking like its a drug is nonsense. Demonising foods is an awful example…

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

Big Brother star Kate Lawler however agreed with Joe’s comments, responding by saying: ‘I’m so with you on this Joe. Change is needed…

‘I walk past Greggs as I exit a train station 2-3 times a week and absolutely everything on sale is bad for you. All the drinks, all the food. Wish we had healthier choices available everywhere’.

Some followers threw their support behind Joe, with fans penning: ‘All these people slating him for demonising UPF…am I wrong to think that Joe is the correct one here? It isn’t normal to have all this upf crap in our diets…

 Every single time – the confectionary is everywhere and it’s such a tricky conversation when it’s other parents in the class offering jelly sweets at a 10.30am park play date (happened to me last week)… 

‘I’m with you – it’s become the norm to accept children who are far too young – (plus all ages) to be snacking on poor quality UPFs… a real shame but a huge moral and emotive discussion on multiple levels… 

‘I’m with you it’s not right, they have too much sugar and it detracts from the good stuff they need but of course always exceptions sometimes… Also remind her that not all the other kids are eating sugar…

‘I must say a lot of parents I know would not have bought anything from there for their children either x… interesting name for your handle… 

‘The impact of sugar on children and adults is immense. 1 snack a day becomes a habit, which affects your health. Look at our health system it’s shot to bits…

‘Equally 1 billion people are obese so throwing shade at someone who is trying to support and raise awareness says more about you…perhaps working on being the best version of yourself and being kind is a good starting point?’

His latest post comes after Joe faced criticism from personal trainers, nutritionists and dietitians after he claimed he has ‘relapsed’ from his sugar-free lifestyle.

The fitness coach has been sharing his journey on social media as he tries to eliminate sugar from his diet altogether, including natural sugars found in fruits.

However, the online fitness community has raised concerns that he is sending out ‘irresponsible’ messages about disordered eating to his millions of fans.

Joe, who has 4.8 million followers on Instagram alone, posted an update video on his sugar-free journey and confessed he had ‘smashed a whole packet of Jaffa Cakes’.

He said the moment of weakness occurred while he was filming the celebrity special for BBC game show series Gladiators, and led to him eating more sugar in the form of brownies and various fruits over the next few days.