Yay! A corporation finally  tells the feminist social justice warriors badgering it to take a hike!

Kudos to Protein World, a U.K. weight-loss supplement manufacturer that refused to back down when the harpy Twitter  brigade went after its ads in the London Underground that they deemed "fat-shaming" or "encouraging women to hate their bodies," or whatever.

The ads, Breitbart reports, featured a photo of gorgeous Australian supermodel Renee Somerfield posing in a tiny bikini against a bright yellow backround. The copy read: "Are You Beach Body Ready?"

Uh-oh! Breibart reports:

And it didn’t take the SJWs and feminists long to once again strap in to their high horses and go to war. Soon, the posters were being crudely vandalized to instead read, among other things, “You body is not a commodity”.

Central to the protest was the well-aired modern feminist lexicon of “objectification” and “fat shaming” of women.

Soon, a veritable Twitter storm raged. By Tuesday, online feminist magazine Vagenda was encouraging users to tweet in pictures of vandalized posters. By Wednesday, under another defiled poster, they declared, “We love London! F*ck patriarchy!”


At time of writing, the obligatory Change.org petition to ‘remove beach body ready advertisements’ has reached 37,984 signatures.

The protesters apparently expected Protein World to go the way of most businesses when faced with feminist agitating:

Last November lingerie giant Victoria’s Secret pulled their ”perfect body” campaign from the store’s shop windows after a meagre 27,000 protesters bullied them into it, leaving observers with the curious conclusion that these campaigners are the agent provocateurs who would never be seen dead in Agent Provocateur.

But instead, Protein World fought back:

Speaking to Breitbart, the company’s defiant Head of Global Marketing Richard Staveley says: “The campaign absolutely, categorically will not be pulled by Protein World. We have 300,000 happy customers and we will not pander to this a particularly vociferous minority.

“There’s no body shaming going on. Genuinely, 100 per cent this was driven by talking to our female customers and asking them what they want.

“As for the vandalising of our posters, a lot of what we have seen has been PhotoShopped, so they’re not even real defacements. I’d be alarmed if people are actually clamber across train tracks to deface posters and put their lives at risk.

“My position is: we won’t stand for that and TFL [Transport for London] are working with us on this. We are compiling admissions of vandalism against us and we will look into them. I don’t see us having any problem with us reporting individuals for vandalising our property. The law on this is clear.”

And Protein World started tweeting back as well,

"Why make your insecurities our problem," the company replied to a Twitter-feminist who wrote, "I spent my life believing I'm not good enough." It also tweeted: "Another incredible accusation by the perpetually offended."

The company also tweeted images of a slew of magazine covers, including Cosmpolitan, Women's Health, and Seventeen, all touting tips for attaining a "bikini body."

And here's the sweetest news: Protein World says it's pulled in more than a million pounds in revenue over only four days, thanks to all the feminist free advertising.