It started as a well-meaning and star-studded competition to crown Britain’s best mum ahead of Mothering Sunday next weekend.

But, inevitably perhaps in these politically-correct times, this apparently innocent picture of a host of celebrities, including former pop star Kimberley Walsh and BBC newsreader Kate Silverton, quickly created a furious row about – you guessed it – diversity.

High street chain Next and celebrity magazine Hello! were last night reeling under a furious social media backlash for only choosing ‘slim, white and middle-class’ celebrities to judge their Star Mum contest.

High street chain Next last night were reeling under a furious social media backlash for only choosing ‘slim, white and middle-class’ celebrities to judge their Star Mum contest

And the fashion and furniture giant – whose boss is Tory peer and leading Brexiteer Lord Wolfson – issued a grovelling apology after a storm of protest from hundreds of women, some of whom threatened to boycott the store.

The backlash over Britain's best mum that prompted this 'cringing' apology from sponsor Next We hold our hands up and admit we made a HUGE mistake when reviewing the suggested Star Mums judging panel from HELLO! They assure us that many ethnicities will be represented at the awards itself. We would hate for this misunderstanding to overshadow what is an extremely empowering means to celebrate all mums, from all races and backgrounds. We sincerely hope you can accept our apologies for failing here. Advertisement

Next, which sponsors the Hello! search, uploaded a picture of the five judges – who also include violinist Izzy Judd, reality TV star Binky Felstead and ‘mummy blogger’ Anna Whitehouse – to its Instagram feed on Friday afternoon.

But the post attracted hundreds of posts from furious keyboard warriors who branded the competition as ‘racist’ and ‘ableist’ for not including ethnic minorities or disabled people on the judging panel.

One post said: ‘Qualities of a star mum: white, able-bodied, middle-class. No one else need apply... whoever signed off on this needs a diversity refresher course.’ One angry mother asked: ‘How exactly are you judging a “star mum”? We are all doing our best! I guess we have to fit into the white, middle-class, slim, able-bodied norm you have set by your panel?’

But other Instagram users called the outrage ‘equality gone crazy’. One said: ‘Get over it guys if they were all black or all Asian or all disabled no one would be moaning.’

As the row reached fever pitch late on Friday, Next issued a grovelling apology on its Instagram page. It said: ‘We hold our hands up and admit we made a huge mistake when reviewing the suggested Star Mums judging panel from Hello!

‘They assure us that many ethnicities will be represented at the awards itself. We would hate for this misunderstanding to overshadow what is an extremely empowering means to celebrate all mums, from all races and backgrounds. We sincerely hope you can accept our apologies for failing here.’

And blogger Ms Whitehouse, who posts under the name Mother Pukka, has apologised for even being on the panel.

Hello! editor Rosie Nixon, pictured, said the award recognised women 'from all walks of life and backgrounds'

‘I am sorry to have not challenged the recent Next and Hello Mag panel shoot, instead just quashing gut feelings about a lack of diversity and smiling, dolled up, into the lens,’ she wrote on Instagram.

The competition, in its second year, requires Hello! magazine readers to nominate inspirational UK mothers to celebrate the ‘unsung heroes of family life’.

The nominations have been whittled down to a shortlist of five and the winner is due to be announced at a prize-giving lunch at London’s prestigious The Dorchester hotel on Thursday.

Last night, Rosie Nixon, editor-in-chief of Hello! magazine, said: ‘The Hello! Star Mum Awards were created to celebrate diversity in motherhood. The awards will recognise women from all walks of life and backgrounds who have given so selflessly to their families.’

Last night, a Next spokesman added: ‘The key thing to remember here is this is about super mums telling their stories in the lead up to Mothering Sunday. These are amazing people and Next is giving a voice to these mums. That is why we got involved.

‘It is a regrettable oversight that Next did not raise with Hello! magazine earlier its concerns over the diversity of its choice of judging panel.’

None of the celebrity judges responded to Mail on Sunday requests for comment last night.