Kylie Jenner faces backlash over jelly promotion on social media

Kylie Jenner has come under criticism from social media users after promoting a digestion-related jelly product in a TikTok video, with some fans calling the endorsement irresponsible.

The 28-year-old, who is among the world’s most recognisable influencers, appeared in a short promotional reel for Foodology, a company known for its viral wellness products.

In the video, Jenner introduced what she described as a new addition to her routine while preparing to leave for a fitting.

The product, marketed as a “cutting jelly,” is promoted by the brand as supporting digestion, reducing bloating and assisting with appetite control when used as part of a balanced lifestyle.

According to the company’s website, it contains ingredients such as chia seeds and plant extracts and is aimed at individuals focused on weight management.

However, the promotion quickly sparked debate online.

Several users expressed concern over celebrities endorsing wellness or dietary products to large and impressionable audiences, particularly young followers.

Critics questioned whether such promotions could encourage unhealthy habits or unrealistic expectations related to body image and weight loss.

Comments shared on discussion platforms reflected mixed reactions, with some users calling the endorsement unnecessary given Jenner’s wealth and influence, while others accused her of promoting a trend associated with past controversial diet products.

At the same time, some fans defended Jenner, arguing that similar digestion-focused products are widely used in parts of Asia and should not automatically be labelled harmful.

Others suggested that the product was being mischaracterised online and was closer to an appetite-support supplement than a laxative.

Foodology describes the jelly as part of a routine designed to support digestion and metabolism, stating it should be consumed alongside a healthy diet.

The company has not publicly responded to the criticism surrounding the video.

Jenner, whose estimated net worth is reported to be close to $1 billion, has built a business empire through Kylie Cosmetics and other ventures.

She remains one of the most followed celebrities on social media and frequently collaborates with brands across beauty, fashion and lifestyle sectors.

Despite the backlash, Jenner has continued her online activity and recently promoted a new fragrance release under her cosmetics brand.

She has not publicly addressed the criticism related to the Foodology endorsement.