Demi Lovato has taken to her Instagram story to call out an L.A. fro-yo store for being “diet culture vultures”. 

The beef between Lovato and frozen yoghurt shop The Big Chill all started when she noticed sugar-free cookies and “other diet foods” were being sold at the counter.

“Finding it extremely hard to order froyo from [The Bigg Chill] when you have to walk past tons of sugar-free cookies/other diet foods before you get to the counter… do better please,” Lovato wrote.

She added that she’s using the hashtag “#dietculturevultures” to hit back at “harmful messaging from brands or companies that perpetuate a society that not only enables but praises disordered eating.”

Unsurprisingly, the folks at The Big Chill weren’t exactly stoked that Lovato had put them on blast, insisting that the products were being sold to cater to those with dietary needs.

“We carry items for diabetics, Celiac disease, vegan and of course have many indulgent items as well,” they wrote.

“We are not diet vultures… we cater to all of our customers needs for the past 36 years… we are sorry you found this offensive,” they added.

In response, Lovato explained she would have preferred that products were more clearly labelled.

“Maybe it would help if you made it more clear that the sugar-free options and vegan options are for that… labelling the snacks for celiac or diabetes or vegans,” she said.

“When it’s not super clear, the messaging gets confusing and being in LA it’s really hard to distinguish diet culture vs health needs.”

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“You aren’t wrong for catering to many different needs but it’s about not excluding one demographic to cater to others,” she concluded.

Lovato, who has spoken about dealing with an eating disorder in the past, is set to star in and executive produce a new comedy series focusing on food issues called Hungry.

According to The Hollywood Reporter, the show will focus on a group of friends who belong to a food issues group as they help each other navigate their struggles.

For more on this topic, head over to the Pop Observer.

Check out Demi Lovato calling out diet culture via her Instagram story: