B&M stores have come under fire after an outraged shopper posted a picture to social media of bathroom scales being sold in their shops.
The scales, which bear a well-known and controversial quote long associated with supermodel Kate Moss, have been accused of promoting an irresponsible and possibly triggering message.
The message plastered on the scales reads, "Nothing tastes as good as skinny feels", and has been slammed for sending out "the wrong message to young or vulnerable people".
Horrified shopper Leah Ridgway, 31, posted the picture to Facebook last Thursday, and says she is yet to receive a response from the discount chain despite tagging them in her post.
Leah, who is a Lecturer in Engineering at The University of Nottingham, said she was initially "in disbelief" when she spotted the item in B&M's Beeston store.
She said: "I wanted to share the photo with others to check I wasn't being ridiculous in thinking it was so problematic. I've never had an eating disorder but a lot of people close to me have struggled with body image related problems."
"Food is meant to be enjoyable and shouldn't be good or bad: we're all so much more than a number on the scales. This 'novelty' item is meant to be motivational but it's actually really damaging."
Leah's friends were quick to express their concern, sharing the photo widely across social media.
Rachel May Shevlin posted an emotional message to Facebook, describing how the quotation brought back memories of her younger self's struggle with body-image and self-harming.
While most of the responses on social media have been supportive, Rachel has found herself the target of trolls, with one private message reading "shut the fuck up you fat feminist whore".
Angry customers have taken to Twitter to voice their concerns, demanding B&M remove the offending product from stores.
Kate Moss attracted criticism in 2009 by claiming the controversial quote was a motto she lived by, and was accused of encouraging teenage girls to become anorexic.
A 2015 report by eating disorder charity, Beat, estimates that over 725,000 people in the UK are suffering from eating disorders, such as anorexia and bulimia, costing the economy £15.8 billion every year.
Young people are more commonly affected, and 1 in every 250 women will suffer from anorexia at some point in their lives, with bulimia being around 2 to 3 times more common.
A spokesperson from Beat warned today that manufacturers and retailers "should consider very carefully the messages they are conveying by producing and stocking such a product."
"Irresponsible marketing like this can contribute to and prolong an eating disorder."
"Young people struggling with an eating disorder are fighting a tough enough battle as it is without thoughtless retailing such as this, which can make it even harder."
B&M have not yet responded for comment.