The weight-loss company behind a controversial "beach body ready" campaign in the U.K. has said its head office in South East England received a bomb threat, amid widespread complaints.
Protein World's head of global marketing, Richard Staveley, made the claim during an interview with "Good Morning Britain" on U.K. television channel ITV on Tuesday.
"We've actually had threats on our head office. Physical, violent threats," he said. "We had a bomb threat."
Staveley added that the company had reported the threats to the police.
Protein World, a meal replacement and food supplement company that launched 18 months ago, has been the center of a Twitter storm because of its advertisements asking readers if they are "beach body ready".
Critics say the ads are objectifying and aimed at shaming those with less than perfect bodies.