Yahoo News Khloe Kardashian is the new face of Protein World
The protein company that came under fire in 2015 for its controversial 'are you beach body ready?' adverts has announced that Khloe Kardashian is the new face of its 30-day challenge.
Despite the fact Protein World was criticised by women worldwide about the pressure they implied to look satisfactory in a bikini, it seems they've done something of a 360 with this latest approach to their advertising, using a figure like Khloe who is not only renowned for her passion for fitness but also the message of being comfortable in your own skin.
Khloe's latest brand partnership is certainly prevalent on her Instagram account, and in a statement she explains why she has chosen this particular company to team up with.
"I've been using Protein World's Slender Blend for a while now and have grown to love the shakes. Alongside my busy lifestyle and my training regime the shakes help me build strength and maintain a balanced diet," the statement reads.
"Training can be hard sometimes, remember… if you fall down and if you mess up on your diet… don't stay down. You get back up and you say, 'OK, tomorrow I'm going to work out a little bit harder'.
"We all have those days, but it's nothing to completely fall off track about. Let that just motivate you to be that much better the following day.
"You have to remember to set realistic goals. Things that you will actually hit and start slowly. But reward yourself when you hit that goal... then set a new goal."
It remains to be seen whether consumers will be sold on the brand's latest message, but there has certainly been some mixed feedback on Khloe's social media accounts.
While there are plenty of supporters of Khloe's newest partnership, there are also those who are vocal about the fact they don't believe for a second that Khloe even uses Protein World protein, with one user writing: "Nobody's buying your IG ads," while another wrote, "let's see her actually drink it though."
Another user sparked speculation over whether the protein even fits into Khloe's diet – in the past, she's said she excludes dairy.
"So you started back using dairy? The product contains whey – the watery part of milk that remains after the formation of curds. May cause bloating," they posted. And if Khloe is still excluding dairy from her diet, these protein whey shakes wouldn't necessarily be in keeping with that.
But whatever the truth behind Khloe's usage of Protein World protein is, if the company is now trying to enforce a focus on self-confidence as opposed to making us not feel good enough, then that's a pretty important step forward.
Fingers crossed this new message puts more importance on health and wellbeing than to women conforming to one set body shape.
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