Demi Lovato called a fro-yo shop 'diet culture vultures' for promoting low-sugar foods as 'guilt-free'

• Demi Lovato has called out a frozen yogurt company for selling sugar-free "diet" options.
• The singer objected to the "guilt-free" branding which she said can trigger disordered eating.
• Lovato has been open about previous eating disorders and tagged the posts with the hashtag "diet culture vultures."

Singer and actress Demi Lovato has accused a frozen yogurt shop of "harmful messaging" about diet foods, which she said can be triggering for her and others with a history of disordered eating.

Lovato posted on her Instagram stories April 18 that she found it hard to order from The Bigg Chill in Los Angeles after seeing their sugar-free cookies and other options marketed as "guilt-free."

She tagged her posts "DietCultureVultures," starting a new hashtag to identify companies that she said were encouraging disordered eating behavior. She later clarified that she thought labeling products as simply sugar-free, gluten-free, or vegan instead of "diet" would create a more welcoming environment for all customers, including those with previous diet-related issues.

A representative from The Bigg Chill told Insider: "We are really hurt by Demi's comments. For the past 36 years, our small woman-owned business has catered to anyone who's come through the door. Whether they are diabetic, vegan, gluten-free, or just wanting a decadent dessert - we've always tried to have something for everyone."

They did not immediately clarify whether they would consider changing their marketing at Lovato's suggestion.

Responses to Lovato's hashtag campaign were mixed. While some supported Lovato's comments, many suggested that the callout was misguided, and that sugar-free options aren't necessarily harmful.

Commenters also pointed out that Lovato had previously promoted "detox" products herself.

Lovato has been open about her struggles with an eating disorder and accompanying exercise addiction. Previously, she told Ashley Graham that she went through phases of "extreme dieting" that felt like recovery, but was still disordered. She said her recovery has involved working with experts and learning to celebrate her body, including stretch marks.

Rachel Askinasi contributed reporting for this story.