Diet Pepsi's new skinny can (Pepsico)
(CNN) -- Diet soda is getting a bad rap this week in health headlines.
But, there's a different kind of controversy about the new Diet Pepsi, marketed in a slender, cylindrical can, which will make its debut at New York's Mercedes-Benz Fall Fashion Week, which began Thursday.
This venue is "rife with eating disorders" said the National Eating Disorders association in a press release.
Pepsi refers to its new Skinny Can can as "taller," "attractive," and "stylish."
"PepsiCo's comments are both thoughtless and irresponsible," said Lynn Grefe, the association's president. "Their shameful misdirection is further exemplified by tying the launch of this offensive marketing campaign to Fashion Week, where women's body types are atypical at best -- and unhealthy as to be fatal at worst."