Fat Doctor accuses Morrisons of fat shaming for bakery calorie count labels

Supermarket giant Morrisons has been accused of 'fat shaming' customers after placing calorie warning labels on its shelves.

Dr Asher Larmie, who goes by the name of Fat Doctor UK on Twitter, posted an image on the social media site that they had taken in their local Morrison's branch of the new signage.

The label they had spotted was on the bread section in the store.

On a classic green background, the large label in a plastic sleeve reads: “Adults need around 2000kcal a day”.

And Dr Larmie wrote, in various tweets: “Shame on you @Morrisons.

“I don't have a history of eating disorders and I don't think I can cope with all this. I can't imagine how it must feel for people who do have one.

“Clearly they wanna be known as the 'healthy' shop. Suffice it to say I won't be shopping there ever again.”

According to the NHS website, the advice from Morrison's is not entirely correct.

The organisation states that the 2,000 calorie figure is accurate for woman only, while men need 2,500.

The new sign from the store was also ridiculed by various other Twitter users.

@Tainkirrahe wrote: “Incredible how many businesses are prepared to throw people with disordered eating under the bus to appease a temporary 'health' craze, ignoring the advice of qualified nutritionists, dieticians, and medical staff as they do so.”

And Jennifer Atkins tweeted: “Bread was one of my 'cheat' foods prior to therapy.

“This would have sent me on a downwards spiral back then, and it makes me feel a little iffy now, too.”

New legislation requiring businesses like supermarkets, cafes and takeaways came into force earlier in April requiring them to display calorie information on food and menus.

The Daily Star has approached Morrisons for a comment.

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