Aldi has been slammed for "virtue signalling" after renaming one of its aisles.
The budget supermarket has followed in the footsteps of Asda and Boots by calling the feminine hygiene aisle period products.
Campaigners have welcomed the change, who have argued calling them hygiene products stigmatises periods are being unhygienic.
But shoppers have hit out against the German brand on social media for what they see as "virtue signalling."
Aldi's bold move received mixed reactions
Anthony Devlin
One wrote: "Omfg. Stop the world, I want to get off! This is absolutely ridiculous over the top virtue signalling. Sick of it."
Anbother shopper added: "What about the women who aren’t having a period anymore as menopausal but want to buy femfresh products.
While one joked: "I don’t want to be reminded that I don’t have a period anymore. I’m offended… who do I write to."
And another added: "But they are feminine hygiene products for god sake… I honestly hate this world we live in now."
But the move was welcomed by the Royal College of Obstetricians and Gynaecologist.
They stated: "'We welcome Asda's move away from the term 'hygiene' when talking about period products.
"Periods are not dirty or unhygienic, they are normal and natural and we would urge more retailers to do the same."