Kylie Jenner called out over 'terrifying' jelly video

The youngest Kardashian-Jenner sibling is facing major backlash this week, after adding 'pomegranate-flavoured cutting Jelly' into her daily routine.

Kylie Jenner took to TikTok recently, where she promoted a peculiar Korean product as her 'new favourite', hailing the sweet treat for helping her cut out snacking and minimise her cravings.

The product in question was rolled out by the brand Foodology, and is literally named 'Cutting Jelly' for its alleged ability to halve a person's appetite. The item's website claims the jelly sachets are 'designed to support weight and body management as part of a balanced lifestyle'.

Discussing them on her own social media profile this week, however, 28-year-old Jenner told her 59.7 million followers: "This is not a typical jelly. It’s a cutting jelly for digestion, de-bloating."

The reality TV star went on to confess, 'my goal is to snack less for the new year', adding, 'I've been bringing these everywhere', before filming herself biting into a tube of jelly.

The controversial clip then ended with Jenner showing off her impressive physique in a red latex dress.

Unsurprisingly, the mother-of-two's latest ad hasn't gone down too well with a number of social media users.

Amongst them is content creator @alexlight_london, who described her as 'a celebrity with one of the biggest platforms in the world being paid to casually promote cutting jelly for de-bloating and snacking less'.

She went on to accuse Jenner of 'framing' the advert as 'a harmless wellness snack', but added: "Let's just call it for what it actually is: it's a weight loss product. The clue is literally in the name - 'Cutting Jelly'.

"Cutting means eating less to make your body smaller."

Jenner flaunted her physique at the end of the clip (TikTok/@kyliejenner)

Alex went on to call Jenner out for showing off her frame at the end of the video, which she slammed as a 'blatant' reinforcement of the message 'that controlling your appetite is a shortcut to looking your best'.

It didn't take long for a number of others users to chime in, with many voicing their disappointment over Jenner's latest professional endeavour.

"This is soooo scary. Thank you for calling this out, Alex," one wrote in the comments.

Another continued: "Terrifying. Thank you for amplifying so eloquently as you always do. You give me hope."

"Thank you for calling her out!!!" a third added. "Protect young people from developing eating disorders and negative body image issues."

A fourth went on to say: "It's never ending - I was recovering but lately feel so triggered."

Tyla has contacted a representative for Jenner for comment.