Can cutting out entire food groups lead to a binge and restrict cycle? Yes, it often can. When you completely avoid certain foods your cravings for them usually increase, and when you eventually give in it can feel like you have failed, leading to overeating. Recently Joe Wicks shared on Instagram that he had “relapsed” eating Jaffa Cakes after a period of avoiding sugar completely, which also meant giving up fruit. It sparked conversations about whether avoiding foods entirely, even healthy ones, can do more harm than good. This blog explains what binge and restrict means, why fruit is not the enemy, why restriction can backfire, and how to break free from unhealthy cycles.
The Joe Wicks moment that got people talking
Joe Wicks, the well-known fitness coach in the UK, recently shared on Instagram that he had “relapsed” because he ate some Jaffa Cakes after cutting sugar from his diet. His sugar-free approach included avoiding fruit. For some people this probably raised eyebrows. It is one thing to avoid biscuits and sweets for a while, but fruit? It is hard to see that as the same thing.
The word “relapse” is often used in connection with addiction and recovery from serious conditions. When it is applied to eating something like a Jaffa Cake, especially to an audience of millions that includes many young people, it risks making food seem dangerous or morally wrong. This kind of language can unintentionally demonise perfectly normal eating behaviours and add guilt where it is not needed.
The reaction from many was that it highlighted a common issue that can happen when you remove whole categories of food. When you completely cut something out, you often end up thinking about it more. Then when you eventually have it, it can feel like you have failed, which for some people can lead to eating more of it than they normally would. This is a pattern known as binge and restrict, and it is something a lot of people experience.
Fruit is not the same as a Jaffa Cake
There is an important point here about fruit. Unless you have a medical reason to avoid it, such as a specific health condition that affects how your body handles certain sugars, fruit is perfectly fine to eat. The natural sugar in fruit comes with fibre, vitamins, minerals, antioxidants and water. These all play a role in how your body digests and uses that sugar. A Jaffa Cake is a processed product with added sugar, very little fibre and fewer nutrients. They are not comparable in how they affect your body or your health.
If you enjoy fruit, there is no need to cut it out. In fact, it can help you feel full, support your digestion and give you steady energy. The problem is not fruit, it is the idea that all sugar is the same.
That does not mean Jaffa Cakes or other treats need to be off limits forever. Enjoying them now and again in moderation is completely fine. The difference is that they are less nutrient dense and easier to overeat compared to fruit. If you include them as part of a balanced diet rather than banning them outright, they can fit into a healthy lifestyle without causing problems.
Why cutting out entire food groups can be a problem
For most people, removing an entire food group or category is unnecessary unless a doctor or qualified dietitian advises it. This could be because of allergies, intolerances, or certain health conditions. Outside of that, cutting things out entirely can cause more harm than good.
When you completely ban a food, you are more likely to think about it. This is because your brain sees it as something special or forbidden. Over time, that can make you want it more, which sets the stage for binge and restrict behaviour.
Extreme restriction can also make it harder to get enough nutrients. For example, cutting all carbs means losing out on certain fibres and vitamins. Removing all fats could impact hormone health. Balance tends to be more sustainable than extremes.
What is binge and restrict?
Binge and restrict is a cycle where you severely limit or completely cut out certain foods (restriction) and then later eat them in large amounts in a short period (bingeing). It often comes with guilt, frustration, or the feeling that you have failed. That guilt can then fuel more restriction, starting the cycle again.
It is not just about physical hunger. Often the more you tell yourself you cannot have something, the more mental energy it takes up. Then, when your willpower runs low or you are in a stressful situation, you give in, but in a way that feels out of control.
How I help my clients build a balanced approach to food
As a weight loss coach and fitness coach, I help people make practical, sustainable changes to how they eat and move. There are some situations where only a doctor can provide the right advice or treatment, but my role is to guide clients in building healthy habits, understanding nutrition, and creating a balanced relationship with food.
I work with people to move away from rigid rules and the idea that some foods are “good” and others are “bad.” Instead, we look at how all foods can fit into a healthy lifestyle in moderation. Many of my clients come to me after years of yo-yo dieting or cutting out entire food groups, and together we focus on adding more nutritious foods rather than banning things completely. Over time, this helps people feel more in control, enjoy a wider variety of foods, and maintain progress without constant restriction.
How to break the binge and restrict cycle
Breaking the cycle takes time and patience. Here are some starting points:
- Allow all foods in moderation
Instead of banning foods, include them in small portions. If you like biscuits, have one or two alongside a balanced meal. - Focus on adding, not removing
Think about what you can add to make your meals more nutritious rather than what you need to cut out. - Eat regular meals
Skipping meals can make you more likely to binge later. Eating consistently helps keep your hunger levels stable. - Challenge food rules
Notice the “should” and “should not” rules in your head about food. Ask whether they are helping you feel healthier or just causing stress. - Practise self-compassion
A single food choice does not define your health or worth. Be kind to yourself when you eat something you had planned to avoid.
When to seek professional help
If binge and restrict patterns are frequent, intense, or affecting your wellbeing, it might be time to speak to someone. Sometimes this can mean working with a coach like me to build healthier habits and a more balanced relationship with food. Other times it may require speaking to a doctor or a mental health professional, especially if the behaviour could be part of disordered eating. Food habits can be linked to deeper issues such as anxiety, stress, or past experiences, and getting the right type of support can make a big difference.
FAQs
1. Is it ever healthy to cut out sugar completely?
For most people, no. Cutting down on added sugars is helpful, but removing all sugar including natural sources like fruit is unnecessary unless advised by a medical professional.
2. Is fruit bad for weight loss?
No. Fruit can be part of a balanced diet and may even help with weight loss because of its fibre, water content, and nutrient density.
3. Can I eat biscuits and still be healthy?
Yes, in moderation. Balance is about your overall diet, not single foods.
4. How do I stop craving “forbidden” foods?
Allowing them in small, guilt-free portions can reduce their power over time.
5. What are signs I am stuck in a binge and restrict cycle?
Frequent overeating after periods of strict dieting, feeling guilt or shame about food, and repeatedly setting extreme rules for yourself.
6. Will cutting out carbs help me lose weight faster?
You might lose weight quickly at first due to water loss, but it is not usually sustainable and can lead to nutrient gaps.
7. Is bingeing the same as emotional eating?
Not always. Bingeing often involves eating large amounts quickly and feeling out of control, while emotional eating is more about using food to cope with feelings.
8. Should I talk to my GP about binge eating?
Yes. If it is affecting your physical or mental health, your GP can guide you to the right support.
I’m not calling out Joe Wicks
I want to be clear that this blog is not about calling out Joe Wicks personally. I am using his recent post as a talking point because it highlights a wider concern about restrictive eating patterns and the language we use around food.
Terms like “relapse” can have a powerful emotional impact and may unintentionally send the wrong message, especially to younger audiences. If someone starts showing signs of disordered eating, it is important to seek support from a qualified health or mental health professional.
I genuinely hope Joe is doing well and that his approach works for him. If you have been struggling with similar issues, I hope this blog helps you see that there are ways to find balance and a healthier relationship with food.
