With Jamie Oliver on a mission over turkey twizzlers and popular concern rising about obesity and corporate advertising, companies are having to be much cannier about the way they gain access to schoolchildren.
Coca-Cola's sponsorship of the Challenge Parks is a prime example. Although it is keen to point out that "there is no Coca-Cola branding", the logo for the Challenge Parks features the 'dynamic ribbon device', a registered trademark of the company.
Given the resources it is putting into this project, one would be forgiven for thinking it a PR offensive to deflect criticism over the obesity that some believe is linked to its products and to avoid government regulation of marketing to children.
In the corporate world, a company's sole responsibility is to the shareholders. The idea that Coca-Cola supports community activities because it cares is farcical.