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KP Snacks today reveals details of this year’s partnership with The Hundred, the action-packed, 100 ball cricket competition. As the Official Team Partner, KP Snacks is funding brand new community cricket pitches through a new on-pack promotion, as part of KP Snacks’ initiative to give back to local communities and encourage more people to get active.

Each promotional pack purchased will help fund 35 permanent community cricket pitches in urban areas where The Hundred teams are based. In addition, the latest on-pack gives shoppers the chance to win one of over one hundred £100 cash prizes from now until November, by entering into a prize draw.

Rolling into stores this month, The Hundred packs will run across Eat Now ranges and select Sharing and Multipack SKUs for the leading KP Snacks brands which feature on the team shirts of the eight men’s and women’s teams competing in The Hundred: popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s and Skips.

The KP Snacks community pitch initiative will have a significant impact on local communities, offering greater access to sport for more people. It reflects KP Snacks’ commitment to investing in local communities to promote healthier lifestyles by facilitating access to sports and encouraging families to become more physically active. This is a fundamental aspect of KP Snacks’ People & Planet responsible business programme.

The new community pitch initiative represents a long-term investment in local communities by creating lasting access to cricket in areas where this has not existed previously. By improving access to sport for different communities and encouraging healthier lifestyles, KP Snacks is supporting both consumers and communities, two key pillars of its People & Planet responsible business programme.

The initiative builds on KP Snacks’ Everyone In campaign which launched in 2021 alongside the first edition of The Hundred tournament. Through Everyone In, KP Snacks has given away more than 10,000 sets of bats and balls since first partnering with The Hundred. KP Snacks will continue using the campaign to offer free and simple ways for families to get involved in cricket in line with its commitment to deliver over a million opportunities to get active by 2033.

Kevin McNair, Marketing Director at KP Snacks, says, “We are delighted to launch our new community cricket pitch initiative this year as a creative and meaningful way to invest in the future of local communities while encouraging healthier lifestyles. At KP Snacks, we recognise we have a responsibility to our consumers and communities, and we are proud to be helping thousands of families become more active through our five-year partnership with The Hundred.”

The KP Snacks portfolio is currently growing in value +13.9% ahead of the overall CSN category (at +10.7%)[1]. Each of the KP Snacks brands included in The Hundred  on-pack promotion is growing in value YOY, with Hula Hoops +11.0%, McCoy’s +10.4%, KP Nuts +12.5%, Tyrrells +8.1%, Butterkist +3.5%, POM-BEAR +19.3%, popchips +15.3%, Skips +12.5%[2].

[1]  Nielsen IQ, Total Coverage, Total Value, MAT 25.03.23

[2]  Nielsen IQ, Total Coverage, Total Value, MAT 25.03.23

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