Piers Morgan has taken a swipe at American singer Demi Lovato after she criticised a frozen yogurt shop for advertising sugar-free and diet products in their store.
Demi took to Twitter over the weekend and urged company The Bigg Chill to 'do better' to support people who struggle with eating disorders.
The 28-year-old went on to vow that she would start calling out companies that were using 'harmful messaging' and encourages 'disordered eating'.
The former Good Morning Britain host branded the singer 'stupendously dumb' and defended the store which he says he has been a customer at when visiting the United States, writes The Mirror.
Demi had said on Instagram: "Finding it extremely hard to order froyo from @thebiggchillofficial when you have to walk past tons of sugar free cookies / other diet foods before you get to the counter. Do better please".
She then wrote in a second post: "So, I think I'm gonna have to make that hashtag a thing. I will be calling harmful messaging from brands or companies that perpetuate a society that not only enables but praises disordered eating."
While The Bigg Chill then responded to Demi and apologised for her feeling offended, they also pointed out that they catered to all of their customer's needs. The company added that they carry a host of items to cater for diabetics, celiacs, and vegans.
The Bigg Chill responded to Demi: "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. We carry items for Diabetics, Celiac Disease, Vegan and of course have many indulgent items as well."
Demi then went on to slam the company for 'terrible' service and said that the whole experience was "triggering."
It didn't take long for Piers to wade into the spat and penned his thoughts about Demi's 'woke' perspective in his recent Mail Online column.
"I was triggered by Ms Lovato herself," he wrote.
"The more this repulsively arrogant woman attacked this lovely little store in her staggeringly unhinged and delusional manner, the more furious I became."
He then went on to suggest that Demi had attempted to crush the family-run company by wielding her power of millions of social media followers.
Piers continued: "I find idiot celebrities like Demi Lovato 'triggering' and require THEM to 'Do Better Please."
It's certainly not the first time that the often outspoken former GMB star has taken aim at 'woke' celebrities on his social media platforms.
While several Twitter profiles appeared to side with Piers' perspective on Demi's recent social media posts, others have branded his latest column 'hateful'.
Some Twitter profiles even joked that it was refreshing that he had taken aim at a woman that wasn't Meghan Markle.
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