New scientific research concluding that physical inactivity, not diet, is the biggest cause of childhood obesity has come under fire after it emerged that the study was funded by Coca-Cola.

The study from Louisiana State University’s Pennington Biomedical Research Center collected data from more than 6,000 children aged 9-11 from every continent except Antarctica. The results, published in the peer reviewed journal Obesity, concluded that a lack of physical activity and insufficient sleep were the major lifestyle risk factors for childhood obesity.

"We know that diet and exercise play significant roles in overall health and weight management, but I was surprised to see that physical activity makes an even bigger impact on children's weight than we previously thought." said one of the study's authors Dr. Peter Katzmarzyk.

“This study shows that obesity cannot be explained away by culture, class or status, and these research results reinforce the need for kids to engage in play time and other forms of physical activity each day."

The study has attracted a number of negative headlines, with critics claiming the research will be used to downplay the importance of a healthy diet and mitigate the impact of fizzy drinks (such as Coca Cola’s extensive portfolio) on the world’s waistlines.

Although the research reached the conclusion that Coca Cola would likely have been hoping for, it is supported by a raft of independent studies suggesting inactivity is more deadly than a poor diet. Chief among these was the recent study from Cambridge University which found physical inactivity is killing twice as many Europeans as obesity.

Coca Cola has recently been increasing its presence in the physical activity sector, both internationally and in the UK, as it has sought to underline its commitment to helping get people active. Eyebrows were raised when the soft drinks giant launched an exercise collaboration with ukactive last year, while Coca-Cola GB’s corporate responsibility & sustainability manager Liz Lowe was recently elected onto the ukactive Membership Council.