The calorie-shaming jumpers that are promoting an 'unhealthy relationship with food'

'Christmas calories don’t count'

Matalan (Matalan)

Images of knitted tunics with the slogan “Christmas calories don’t count” have sparked outrage online, with experts criticising them for promoting an unhealthy relationship with food.

With variations available at Matalan, Asda and Amazon, the festive jumpers are all under £20 – and most of them have sold out.

However, people have been quick to lambaste the fashion items for advocating binge eating over the festive period.

“Suggesting you can eat as much as you want over Christmas because ‘calories don’t count’ only serves to instil guilt and shame, something that will only contribute to an unhealthy relationship with food,” explains leading Harley Street nutritionist Rhiannon Lambert.

Jumper with 'Calories don't count at Christmas' on it being sold on Amazon by Heart & Soul (Amazon/Heart & Soul) (Amazon/Heart & Soul)

The indulgent foods we enjoy at this time of year should be about pleasure, not control, she adds.

“Countless research has demonstrated that guilt and body dissatisfaction are extremely negative for our health, they're linked to disordered eating patterns, an increased risk of obesity and numerous metabolic and mental health problems,” she told The Independent.

Eating disorder campaigner Ilona Burton agreed that the jumpers could be sending a dangerous message, writing on Twitter:

“This just came up as a sponsored ad on my insta. @Matalan do you target people with eating disorders a lot? It's really not cool.

“The calories do count, but that shouldn't matter because Christmas is a time for indulgence. It's ok to eat, drink and be merry,” she added in a subsequent tweet.

The jumpers perpetuate a way of thinking that presents food in binary terms i.e. the “bad” ones we eat during the festive period and the “good” ones we consume the rest of the time.

However, this kind of rhetoric could be pushing people towards making unhealthier food choices in the long run, Lambert argues.

“Perhaps the single healthiest choice you can make this Christmas is to enjoy seeing food for pleasure,” the Re-Nourish author suggests.

In response to the criticisms, a spokesperson for Asda responded with the following statement:

“It’s the season to be merry and we like to add a sprinkle of fun to our Christmas jumpers. This design sits alongside a large range of festive clothing, some which even suggest Santa may be replacing his reindeer with Unicorns this year! And anyway, surely the odd mince pie at this time of year is allowed.”

The Independent has also contacted Matalan and Amazon for comment.