When someone says, "You're going to eat all that?" right as someone else is about to tuck into a delightfully large piece of chocolate cake, that's food shaming, and it happens to people of all genders and sizes.
Rather than chew quietly with their mouths closed, a group of Toronto body-positive activists took against unnecessary food judgements in the most delicious way.
In honor of International No Diet Day on May 6, each member of this squad adopted a superhero alter ego, with seriously appetizing results.
There's Cupcake Charlie, just as fabulous as a Magnolia Bakery treat.
Cookie Cutta, fiercer than the average cookie-hawking Girl Scout.
Dirty Dottie Donuts, frosted with pink hair and two sprinkled doughnuts. "Hot and fresh!" she announces on the group's Facebook.
Sammy Sundae, who'll bowl you over.
Cotton Candy Sandy, craving carnival snacks.
Food-shaming doesn't just come from the outside. The body-positive activists, a group made up of singers, dancers and actors, pointed out that food shaming isn't just about what other people say — it can also fester from the inside.
"We'll go out to dinner and shame ourselves for wanting dessert, or feel guilty for the fast food we ate for lunch," group member Annika Reid, told Bustle. "The cycle is ongoing and damaging to how we see ourselves."
What do superheroes have to do with food shaming? "[They] are usually known for saving someone, stopping something evil from happening, and that's what we wanted to champion with this campaign," Reid said, noting that the leader of the group, blogger Ivory Conover, envisioned a day where people "can indulge in the treat or food item of your choice without fear or post-self loathing."
As quirky (and tasty) as these photos are, the message behind the shoot is a poignant one: Even if it's not done out of ill will, food shaming fosters a difficult relationship with food.
For people who feel feel insecure about their body size or who are recovering from eating disorders, offhand comments can pack a wallop to self-esteem and affect people's relationships to food and themselves.
Luckily, there are groups like the Succulent Six spreading the good word.