Retailer The Range has removed a bikini weight-loss countdown after a shopper accused the budget chain of fat shaming women.
The controversial item, which came in the shape of a bikini or a wedding dress, allowed buyers to place a £1 coin in a slot for every pound of weight lost.
Shopper Emma Conway slammed the chain in a social media rant, accusing the firm of “feeding the narrative” wrongly suggesting women need to lose weight.
Emma, known for her brummymummyof2 account, said: “I left the shop shaking.
“In 2022. A large chain. Is feeding into the narrative that WOMEN need to be smaller. To drop a dress size. To put a sign in their houses which they would look at each day. To help them get ready to go to the beach.
“The motivation is not to get fit and healthy. But to shrink themselves. Remember ladies we need to be tiny.
“Now I understand people want to lose weight for a variety of reasons. Not an issue. But I asked if there was one for men. Maybe a ‘Lose Chunk To Fit In Your Trunks’. There wasn’t.
“I know some people may not see a problem. And The Range obviously doesn’t. But anyone reading this remember how to get a bikini body is to…buy a bikini.
“And put it on your body.”
The post sparked fury among her followers who slammed the retailer of fat shaming women.
One said: “This makes me SO ANGRY!
“The Range this might seem harmless to you but it’s really not! You’re perpetuating the belief that women have to fit into a narrow beauty ideal to be acceptable.
“It’s dangerous.”
Another responded she was unhappy with the brand but admitted using one was helpful in the run up to her wedding.
She said: “Yes diet culture is awful... but I personally loved having one of these up to my wedding and love a visual symbol and the saving money was fab.”
In response to the negative feedback the brand pulled the item from the shelf, adding it had not “wanted to offend customers.”
The Range declined to comment when approached by the Mirror.
The company earlier told the BBC in a statement: “We appreciate that every 'body' is 'bikini ready' all the time, but some of our customers have found this a fun way to help them reach a goal.
“This product has, however, now been discontinued and we will not be stocking it again."
