Organisations in the United States and Australia have slammed the reimagined live-action/animated take on Beatrix Potter's classic children's books for its portrayal of "food allergy bullying".

A scene in the movie which has upset community groups involves rabbits intentionally attacking a human with a food he is allergic to in order to provoke a reaction.

A viewer advisory post on the Kids With Food Allergies Foundation Facebook page has attracted more than 1700 comments and been shared close to 10,000 times in 24 hours.

The overwhelming response prompted health executives to publicly slam the production company of the film, which stars Australian actresses Margot Robbie, Rose Byrne and Elizabeth Debicki. It is also slated to bring in about $17 million in box office sales in its opening weekend in the US according to Forbes.

"The segment featured the intentional attack of the McGregor character with the food he is allergic to – the implication being that the rabbits wanted to kill or harm McGregor with this method.

"The result is that McGregor experienced a severe allergic reaction, known as anaphylaxis, and treated himself with his epinephrine injection. Additionally, the segment makes light of the seriousness of food allergies and suggests that food allergies are 'made up for attention'," Asthma and Allergy Foundation of America president Kenneth Mendez wrote in an open letter to Sony Pictures.

"This isn't the first time that Sony Pictures Animation has used food allergies as a punchline in the plot of a kids' movie. Sony has misrepresented food allergies in The Smurfs and Cloudy with a Chance of Meatballs as well."

Australian group Global Anaphylaxis Awareness and Inclusivity (Globalaai) has since created a petition calling for Sony to apologise, saying the scene is socially irresponsible.

"This mocks the seriousness of allergic disease and is heartbreakingly disrespectful to the families of those that have lost loved ones to anaphylaxis," the petition, which has received more than 3000 signatures in three hours, reads.

"To spread a message that condones such victimising and dangerous behaviour amongst children is grossly offensive to worldwide viewers, especially those who live with severe allergic disease."

According to Globalaai, one in 10 infants in Australia are diagnosed with a food allergy.

The hashtag #boycottpeterrabbit is now gaining traction on social media.

Fairfax Media has approached the Asthma and Allergy Foundation of America for comment.