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.