The Range has removed a number of items from shelves because they've been dubbed as "sexist" and "body shaming" following complaints.
It's said the popular bargain brand will no longer sell items which work to help women shed the pounds for big events such as holidays and weddings.
Discontinued items include wall plaques which embody slots to save £1 for pound of weight you manage to lose, with up to 40lb (18kg) seen featured on the bridal version.
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According to the BBC, shopper Emma Conway noticed the items in the shop and enquired if there was a male equivalent. It's claimed the retailer said there was not.
There has already been complaints about the items, which The Range said were "fun and unique" in 2021 and 2019.
Emma told the BBC: "I left the shop shaking. In 2022 a large chain is feeding into the narrative that women need to be smaller, to drop a dress size."
The company has since told the BBC it would no longer be stocking the items.
Ms Conway, a digital creator, told her Instagram followers: "I asked if there was one for men. Maybe a 'Lose Chunks To Fit In Your Trunks.' There wasn't
"It was just for women. To get a bikini body. And to fit in a smaller wedding dress.
"To put a sign in their houses which they would look at each day.
"To help them get ready to go to the beach. The motivation is not to get fit and healthy.
"But to shrink themselves. Remember ladies we need to be tiny."
Writer Alison Perry replied to the post, commenting: "This makes me so angry! The Range this might seem harmless to you but it's really not!"
"You're perpetuating the belief that women have to fit into a narrow beauty ideal to be acceptable. It's dangerous.
"Walking past this in one of your shops could trigger someone and set them off down a path of dieting or disordered eating. Not ok."
Instagram user pushingapianoupahilloftreacle added: "I saw these the other day I could not believe it!
"Utterly amazed that they are allowed to sell this trash! I will be happily wearing my lovely size 18 bikinis this year with pride!"
Despite the backlash there were some people who were in favour of the weight-loss plaques, as long as they were "neutral" and not designed with specific events in mind.
Back last year The Independent reported that eating disorder charities claimed the items "glamorised weight loss".
The Sun also said the items "made women feel unworthy" as long as three years ago.
Tom Quinn, director of external affairs at Beat, said: "We know that idealising thinness can be very damaging for people with or vulnerable to eating disorders, as it can encourage or serve as 'inspiration' for harmful eating disorder behaviours.
"Whilst pressure to reach body ideals like the 'bikini body' are unlikely to be the sole cause of an eating disorder, it can be extremely unhelpful to people in recovery.
"Pressure to reach 'goal weights' can also cause distress and shame around body image, or even lead to an eating disorder developing."
The Range has now officially discontinued the products, and released a statement stating the company did not "set out to offend customers".
It also confirmed the items will not return to shelves.
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