KP Snacks has revealed the details of this year’s partnership with The Hundred, the action-packed, 100 ball cricket competition. As the Official Team Partner of The Hundred, KP Snacks’ leading brands, popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips, feature across the team shirts of eight men’s and women’s teams competing in the tournament.
As part of its ‘Everyone In’ campaign, KP Snacks is launching a ‘Win and Get Active’ on-pack promotion on 1st May across Eat Now formats for the eight brands, giving shoppers the chance to win thousands of bats and balls. Shoppers will also have the chance to win sports bundles, gift cards and tickets to The Hundred final via a series of promotions. In addition to this, the Hula Hoops, McCoy’s and Tyrrells ranges will feature engaging cricket-themed designs to further promote the partnership.
Introduced last year alongside the first edition of The Hundred, KP Snacks is also bringing back its ‘Everyone In’ online hub to offer families free and easy ways to get involved. The platform includes engaging content featuring cricketing stars as well as no purchase necessary opportunities for consumers to win bats and balls. The hub will also help families with how they can get involved in cricket by providing information on their local clubs and national programmes.
Kevin McNair, Marketing Director at KP Snacks, says, “We’re delighted to be supporting our consumers in getting active through our partnership with The Hundred. Cricket is the perfect sport to get families moving and sharing special moments this summer, and we’ve got plenty of activities planned to continue driving interest in the sport. Over the course of our five-year partnership with The Hundred, we aim to help thousands of families across the UK get more active together”.
Partnering with The Hundred is part of KP Snacks’ ambition to inspire healthier lifestyles. Doing the right thing for consumers is a key ingredient of its ‘Taste for Good’ plan, the KP Snacks responsible business approach. The partnership aims to drive interest in cricket and provide better access for families to get involved in the sport as part of its ‘Everyone In’ campaign.
The KP Snacks portfolio is currently growing in value at +9.7%, ahead of the overall category. The popchips brand is worth £40m RSV and growing +32.8%, and it recently moved to No. 2 ‘Better for You’ Brand in the Crisps, Snacks and Nuts (CSN) category. Worth £51.1m RSV, Butterkist is the nation’s favourite popcorn brand and, at twice as large as its nearest branded competitor, enjoys a market share of 35.9%. A family favourite gluten free snack, POM-BEAR is worth £24.6m RSV. With an impressive 90 Great Taste Awards across the range and worth £58.7m RSV, Tyrrells is the perfect brand to cater to more indulgent sharing occasions. Worth £82.9m RSV and growing +3.1%, KP Nuts is the number one brand in nuts. McCoy’s, the UK’s number 1 ridged crisps brand is worth £147.2m RSV and growing in value at +13%. Having topped £150m for the first time last year, the Hula Hoops brand is growing in value at +10.8% to £155.4m. With an RSV of £38.2m and growing +12.7%, Skips is one of the best-selling PMPs across the KP Snacks portfolio.