Protein World sells protein, their market is a group who desires to improve their health and bodies through diet and exercise.
As you may imagine, they advertise towards that market!

Showing a slim and toned model is in no way "fat shaming" and appeals to their customer base,
The fad of being offended at everything needs to end.  People should not try and bully a company simply because its goals do not coincide with their own.

We are ALL unique individuals and we all should be able to pursue our goals and desires free from judgement and bullying.