Is the FA fighting or fuelling obesity?

The FA’s newest PR campaign might be branded ironic by some, evil by some. It is no secret that sponshorships such as these work, otherwise the FA would not be getting paid £78 million to align themselves with the brands. While fighting obesity with one hand, they inevidably fuel it with the other as consumption of the products, much in the line of fire of nutritionists for their part of the obesity epidemic, is bound to rise.
In the end, the FA does adhere so the same principles as a corporation in the end. It has directors that get paid massive amounts of money to maximise profit for the organizations. It is therefore logical that it will sell itself to the highest bidder.
One thing differs though: Companies do not have millions of fans cheering for them on every occasion, linked with national pride. But if results off the field, such as money gained through sponsorships, contribute to results on the field, to English football fans feel it is worth it?