Macy's will no longer sell a portion-control plate based on what size jeans you can fit into after comedian and podcast host Alie Ward called out the US department store on Twitter.
The plate, which retails for $9.50, was spotted by Ward at a Macy's department store in New York City.
The plate is designed with three rings that suggest how much food you should eat to fit in a particular style of jeans. At the centre, with the smallest amount of food, is “skinny jeans,” and the largest portion is reserved for “mom jeans”.
The plate mimics more innovative portion-control plates designed to help consumers eat the relevant food groups in the recommended amount.
The company responded directly to Ward to confirm that the product would be removed and admitted it had "missed the mark".
A lot of people were unimpressed by the concept.
And felt that it sent a really dangerous message.
One Twitter user gave the plates a redesign. Shoutout to @elclimo!
But some people defended the design, calling it "humor".
Which other people online quickly shut down.
In response to the individuals who considered the concept of the plate to be harmless comedy, the podcast host made an important point about what has previously been considered funny.
In a statement to BuzzFeed News, a Macy’s spokesperson said: “We apologize to our customers for missing the mark on this product.”
The retailer said that after reviewing the complaint, it "quickly removed" the plates, which were available only in its in-house concept store, called Story, at Macy's Herald Square in Manhattan.
A spokesperson for the the plate's manufacturer, Pourtions, reached out to BuzzFeed News with a statement saying the product was intended only "to encourage".
"As the creators of Pourtions, we feel badly if what was meant to be a lighthearted take on the important issue of portion control was hurtful to anyone. Pourtions is intended to support healthy eating and drinking.
"Everyone who has appreciated Pourtions knows that it can be tough sometimes to be as mindful and moderate in our eating and drinking as we’d like, but that a gentle reminder can make a difference. That was all we ever meant to encourage."