Protein World has released an official statement pointing out that the model in the original advert, Renee Somerfield, has a healthy BMI, adding: “It is a shame that in 2015 there are still a minority who aren't focusing on celebrating those who aspire to be healthier, fitter and stronger.
“We now run Britain’s largest protein facility, selling our products in over 50 countries to more than 300,000 customers. Most of them are women. How could we possibly be sexist?”
But on social media, the company’s Twitter account has been less understanding, telling one woman: “surely as feminists Vicky, you understand that no one takes you seriously?”
Another message read: “why make your insecurities our problem?”
Somerfield, 24, has also responded to the backlash, telling the Huffington Post that she felt body-shamed by feminists:
“I think nearly every ad campaign you have ever seen is open to interpretation. But saying the ad is body shaming by body shaming the image is very contradictory. Two wrongs don't make a right.”
But she supported the idea women don’t have to look a certain way to wear bikinis: “I am a real person behind the image. I work very hard and live a healthy and active lifestyle which is why Protein World chose me for their campaign.
“I couldn't work every day as a full time model by starving myself, dieting or not looking after my body. Nourish your body, be kind to it and it will love you right back, no matter your size.
“I agree that ALL bodies are 'beach body ready'. Skinny, curvy, muscular, petite, tall, short, young and old. Confidence is beautiful no matter what size you are.... Your reflection doesn't define your worth.”