Is This Instagram Account Trying to Make You Healthy or Trying to Shame You?

June 11th 2016

Almie Rose

A new Instagram account, Calorie Brands, is going viral for striking depictions of popular foods rebranded with the calorie count where the brand name should be.

For those who don't realize how many calories these foods contain, it's definitely an interesting look at food. When you see how many calories are in an entire pack of Oreos, it suddenly becomes clear.

But what isn't as clear is why the people behind this Instagram (and Tumblr) are doing what they're doing.

Their Instagram bio states this:

"This is how brands should look like to help you achieve your summer body goals."

There's a lot of talk about "summer body goals."

As ATTN: previously reported, magazines are being mocked and spurned for continuously pressuring women to get a "beach body" or "bikini body" because of how damaging a message it really is for self-esteem.

The more one looks into the Instagram account, the less it appears to be an educational and fun look at health and nutrition, and more of a sneaky way to body shame you for what you eat.

For example, here are some of their captions and hashtags.

pesto sauce calories

dominos pizza calories

Many of these captions are given hashtags such as "motivation" and "fat," but there's nothing motivating about making someone feel bad for eating pizza, whether that pizza has 60 calories or 6,000.

In short, Calorie Brands has no chill.

mini cheese wheel

pringles calories

After being body-shamed, Model Iskra Lawrence created the perfect response that works well here:


A video posted by 🌙iskra✨ (@iamiskra) on

ATTN: has reached out to Calorie Brand and will update if we receive a response.