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High-street fashion brand Forever 21 has come under fire for "fat-shaming" customers after posting out diet bars and a weight loss programme out with its orders.

Tweets by outraged customers have gone viral in the past few days after they shared pictures of the low-carb, lemon-flavoured Atkins bars.

One user fumed as she said: "I went from a size 24 to 18, still a plus size girl, so I ordered jeans from @Forever21 Opened the package, when I looked inside I see this Atkins bar.

"What are you trying to Tell me Forever 21, I’m FAT, LOSE WEIGHT? do you give these to NON-PLUS SIZE WOMEN as well?"

Forever 21 has apologised for the gaffe but said the bars were sent to customers of all sizes.

A picture of one order posted by a user known only as Jesse got more than 10,700 likes on Twitter since she uploaded it on July 19.

(Image: @jessemarisaelao/Twitter)

(Image: Getty Images)

One user who struggled with her weight and had witnessed her own mother grappling with eating disorders said she is "absolutely horrified" by Forever 21's move.

Another woman, known as Kian, echoed this as she branded the freebie "degrading".

The global fashion brand has apologised saying it didn't send the bars to plus size customers only, but to all sizes.

"From time to time, Forever 21 surprises our customers with free test products from third parties in their e-commerce orders," the company said in a statement to CNN.

"The freebie items in question were included in all online orders, across all sizes and categories, for a limited time and have since been removed.

"This was an oversight on our part and we sincerely apologise for any offence this may have caused to our customers, as this was not our intention in any way."

But one shopper said regardless of who the bar was sent to, it is "harmful" as it may trigger an eating disorder for those with low self-esteem.