MAKERS of the newly-released Peter Rabbit movie say they "truly apologise" for a scene where rabbits fling blackberries at an allergic Mr McGregor.

The fictional episode sparked an outcry on social media after the $50-million film's USA release last Friday (February 9).

Some Twitter users were so incensed by serious food allergies being mocked, they urged cinema-goers to give the Beatrix Potter spin-off a miss, using the hashtag #boycottpeterrabbit.

Carla Jones, CEO of the Allergy UK, said the charity would be "communicating with the production company about the film's withdrawal".

In a statement, she said: "Anaphylaxis can and does kill. To include a scene in a children's film that includes a serious allergic reaction and not to do it responsibly is unacceptable, as is bullying.

"Mocking allergic disease shows a complete lack of understanding of the seriousness of food allergy and trivialises the challenges faced by those who live with this condition, particularly parents who live in fear of their child suffering a life-threatening reaction."

She added that Allergy UK expected "a significant response" from sufferers.

The offending scene depicts Peter Rabbit, voiced by British actor James Corden, and friends throwing blackberries at their enemy Tom McGregor, played by Domhnall Gleeson. The nephew of the late, curmudgeonly gardener is forced to use an EpiPen.

In a joint statement, Sony Pictures and the film-makers of Peter Rabbit said: "Food allergies are a serious issue. Our film should not have made light of Peter Rabbit’s arch nemesis, Mr McGregor, being allergic to blackberries, even in a cartoonish, slapstick way. We sincerely regret not being more aware and sensitive to this issue, and we truly apologise."

Peter Rabbit - rated PG in the USA for "some rude humour and action" - is to be released in the UK on March 16. During its opening weekend in the States, it took $25 million at the box office, second only to adult drama Fifty Shades Freed, with £38.8 million.

The comedy's release prompted the Asthma and Allergy Foundation of America to post an open letter to Sony. "Making light of this condition hurts our members because it encourages the public not to take the risk of allergic reactions seriously," wrote CEO Kenneth Menendez, "and this cavalier attitude may make them act in ways that could put an allergic person in danger."

Kids with Food Allergies, a division of the foundation, posted a cautionary note to parents on its Facebook page, warning the blackberry scene may be "disturbing to young viewers who have a food allergy".

Not everyone agreed with the backlash, however. One Twitter user, @Dugpic, posted: "I'm allergic to some foods as well, but this is funny. Quit whining about everything." Meanwhile, @TechieDolan tweeted: "#boycottpeterrabbit is the most ridiculous thing I've seen today and it's 07:17am."

Sony Pictures has described the 133-minute Peter Rabbit movie - a blend of CGI animation and real life - as an "irreverent, contemporary comedy with attitude".

The film sees the blue-jacketed bunny vie with Mr McGregor for the affections of warm-hearted next-door neighbour Bea, played by Rose Byrne. Peter's sisters Flopsy, Mopsy, and Cotton-tail are voiced by A-listers Margot Robbie, Elizabeth Debicki, and Daisy Ridley.

The film is directed by Will Gluck, who takes the screenplay credit with Rob Lieber.

Location scenes were shot in Ambleside and Windermere in April 2017.

www.peterrabbit-movie.com