We need to stop polarising and start including. Instead of responding to the thin beauty ideal by simply replacing the images with a fatter demographic, we need to start featuring people who are thin and fat and everything in between alongside each other.
The issue is not fat shaming. Protein World is right that people should aspire to be healthier and we do have a huge issue with obesity. The issue here is the view from the company that you have to look like this stunning (and she is stunning, in my view) model to go to the beach.