Anthony Joshua backed supplement line fined £100k for ‘misleading’ health claims

A supplements firm backed by Anthony Joshua has been fined £100,000 for “misleading consumers” about its health and nutrition claims.

The boxing champion is one of Bulk Powders’ athletes alongside England rugby ace Jonathan Joseph, diver Tom Daley and TOWIE star Lucy Mecklenburgh.

Joshua, 30, previously said protein powders were “key to unlocking my top performance”.

But a Trading Standards investigation found the multi-million pound company had been using “unjustified health and nutrition claims”.

Tests of products including High Protein Snack Bars, Pure Whey Protein, Smooth Roasted Hazelnut Butter, and Maca Powder revealed 55 breaches of labelling legislation.

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Cllr Susan Barker, Cabinet Member for Customer, Corporate, Culture and Communities said: “This sentencing sends a clear message to businesses that misleading consumers will not be tolerated and that they have a duty to protect the people who buy their products.

“Essex Trading Standards has an ongoing commitment to support residents who should feel confident that they can rely on the information provided in the form of food labels and commercial websites.”

ETS launched an investigation into Bulk Powders, which also trades as Sports Supplements Limited, following complaints.

Last year’s probe saw food products from the business formally sampled and submitted to the public analyst for consideration.

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Of the products sampled, a total of 55 breaches of labelling legislation were reported.

The level of protein in some items was found to be insufficient to make the health claim “protein contributes to the growth of muscle mass”.

Colchester Magistrates Court heard the business failed to act on advice and guidance from officers on seven separate occasions.

They noted customers may have been misled into paying more for products than they would for similar foods available on the high street.

On Wednesday the company was sentenced for 30 charges under the Nutrition and Health Claims (England) Regulations 2007.

The company which employs 150 people was fined £100,000 and ordered to pay £7,148.30 costs.

Athletes like England, Bath and Lions centre Joseph have previously given glowing endorsements for the brand.

Joseph once said: “Bulk Powders helps me to get the right supplements which I can incorporate quickly and easily into my busy routine”.

There is no suggestion that any of the brand ambassadors were aware of any problems with the products they were backing.

Joshua, Joseph, Daley and Mecklenburgh have been approached for comment.

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