Why are they doing this?

A new flashmob #WomenEatingFood is spreading on Instagram and other social networks. In it, women take photos or video themselves eating.

The hashtag was started by nutritionist Alice Ramsay and intuitive eating coach Linda Tucker. The idea is to break down the stereotypical image of a woman "smiling and eating a salad" that is often found on photo stocks. Another goal of the flash mob is to normalize the representation of food consumption among people of all sizes.

Alice Ramsay explains that thin people usually don't feel uncomfortable when they are shown eating food, because we are used to seeing people like that in media and advertising. But people with larger sizes are hardly ever depicted in food ads