Demi Lovato Revisits The Bigg Chill Four Years After Slamming Yogurt Shop for ‘Triggering’ Calorie Displays
It’s been four years since Demi Lovato publicly criticized The Bigg Chill, a beloved frozen‑yogurt shop in West Los Angeles, for what she called “diet culture” messaging—specifically its sugar‑free and “guilt‑free” offerings. The encounter sparked intense backlash and ignited a broader conversation about mental health, eating disorders, and how brands communicate about food .
🕰️ Rewind to 2021
In April 2021, Lovato took to Instagram Stories to express her discomfort over having to walk past “tons of sugar‑free cookies / other diet foods” before reaching the yogurt counter, calling the experience “triggering and awful” . She coined the hashtag #dietculturevultures, calling on brands to “do better” in how they present foods for different dietary needs .
The Bigg Chill responded by explaining that its lower‑sugar options serve diabetics, vegans, and those with celiac disease, and that they’ve done so for decades. Ownership described herself as deeply hurt by Demi’s commentary, emphasizing the small business’s inclusive mission .
After mounting criticism, Lovato posted an Instagram Live video issuing an emotional apology. She said she had “jumped to conclusions,” clarified she wasn’t trying to bully the business, and expressed a desire to help them revise their messaging so recovery‑inclined customers might feel safer entering the store .
🔁 “Four Years Later”—What’s the Update in 2025?
Despite the intense public scrutiny at the time, there’s no evidence that either Demi Lovato or The Bigg Chill have revisited the dispute in the years since. A recent community forum post from March 2025 referenced the episode only as a retrospective mention as part of a broader online roast, noting the exchange ended with Lovato’s apology and an implied resolution—but nothing ongoing .
Since then, neither The Bigg Chill nor Lovato has issued public updates or confirmed any collaboration on messaging changes. The shop continues to operate in West L.A., serving a wide mix of customers with different dietary needs—and Lovato has since focused on other advocacy efforts and her artistic career.
🧠 What Can We Make of This Now?
• Culturally, the incident remains a cautionary tale
It highlighted how a celebrity’s lived experience can clash with small‑business branding, and sparked reflection on whether companies should tailor terminology to avoid unintentionally excluding vulnerable audiences—even while serving others like diabetics or vegans.
• Platform Power in Mental‑Health Advocacy
Demi’s apology acknowledged how emotional honesty doesn’t always translate effectively on social media. Her messaging controversy reminded many that public figures with large reach have both opportunity and responsibility when addressing mental‑health issues.
• Current Relevance
If Demi or The Bigg Chill were to revisit this issue today, it might be framed in discussions of trauma‑informed marketing or inclusive design. But for now, it stands as a closed chapter: publicly called out, publicly apologized for, and quietly left in the past.
✅ Takeaway
Four years on, the clash over calorie‑display style marketing at The Bigg Chill remains in the archives—often resurfaced as a viral anecdote, but never reignited by either party. Demi Lovato and the yogurt shop moved on, and the incident underscores how well‑intentioned advocacy can go awry when context and communication aren’t clear.
Let me know if you’d like to dig deeper into how other businesses handle similar sensitive messaging—or explore any related current debates in mental‑health awareness.
