Social media users have slammed a series of Woolworths advertisements starring Michelle Bridges, in which the fitness personality labels people who grow their own food "freaks".

The ads, which are for Bridges' new range of frozen meals, feature the personal trainer frizzy-haired and wearing overalls in a garden while munching on soil.

"Like everyone, I grow my own vegetables. Isn't that right, darlings?" she says while gesturing to the plants.

A less dishevelled Bridges then appears on screen and says: "It's time to get real, eating healthier doesn't mean you have to act like a freak."

The ads sparked an almost immediate backlash on social media, with many calling the ads "disgusting", "hypocritical" and "offensive".

Others questioned why the "fresh food people" had inadvertently labelled people who grew fresh food "freaks".

Some defended the ads as "tongue-in-cheek" and "hilarious", but both Woolworths and Michelle Bridges later removed the video from their Facebook pages and issued apologies.

"Our intention with our ads for Delicious Nutritious were to poke fun at myself and what many see as 'my (completely fictional) perfect life'," Bridges wrote.

"There was never any intention to offend and for this we sincerely apologise.

"As a fresh food grower myself and advocate for home cooking I have listened to your feedback and removed the posts which caused upset."

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