'Beach Body Ready' ambassador Luisa Zissman says protesters are nothing but the 'extreme feminist brigade letting off bra-burning steam'

The former Apprentice star has vehemently defended the brand’s messaging

Luisa Zissman is backing the Beach Body Ready campaign (PA)

Reality TV personality Luisa Zissman, made famous by her prowess on The Apprentice before appearing on Celebrity Big Brother, has just landed a new publicity role – for Protein World.

Zissman has been revealed as the protein brand’s new ambassador alongside former The Only Way Is Essex star Sam Faiers.

And what does Zissman have to say to those condemning Protein World’s current ‘Beach Body Ready’ campaign?

told The Mirror

She added to the newspaper: “In a time that the UK is heading towards similar statistics as the USA with grotesque obesity I think Protein World is projecting a healthy body image that should be welcomed, not shunned.”

Protein World’s adverts, which have appeared on London Underground, show a slim woman wearing a yellow bikini, alongside the tagline: “Are you beach body ready?”

The campaign has been met with widespread condemnation for promoting a specific type of body image and for body-shaming, and sparked a backlash in which consumers have been commenting on or doctoring the posters, while a Change.org petition to have the adverts removed entirely has now topped more than 51,000 signatures.

While Protein World’s chief executive Arjun Seth branded people complaining online and vandalising posters as “terrorists” and “extremists,” thousands of people are planning to protest against the adverts in London’s Hyde Park this Saturday.