(Bloomberg View) — Sporting dark-washed jeans and a V-neck cardigan, the 40-year-old superchef Jamie Oliver cut an unusual figure at a recent breakfast in London to discuss public health.

But his message to a few dozen guests, including mayors from cities around Europe and the U.S., was anything but casual: In the war on obesity, the companies that sell sugary drinks and foods are rolling out heavy weaponry.

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