Can you briefly explain what The Hundred is?
The Hundred is an action-packed, 100 ball cricket competition. Established in 2021, eight city-based men’s and women’s teams from all over the UK compete over five weeks every summer to be crowned winners. The tournament is already attracting a huge following and last year captured a broadcast audience of 16million with over 500,000 people watching live. This year’s tournament looks to be even bigger.
Which brands are involved in the promotion?
Our leading brands including 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 fast paced tournament. Our Hula Hoops, McCoy’s and Tyrrells ranges also feature engaging cricket-themed pack designs to further promote the partnership.
How is KP Snacks working with The Hundred?
We are proud to be the official team partner of The Hundred. 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 our ‘Taste for Good’ plan and our partnership aims to drive interest in cricket and provide better access for families to get involved in the sport as part of our ‘Everyone In’ campaign.
What goodies can shoppers win?
We’re running a ‘Win and Get Active’ on-pack promotion across Eat Now formats for all eight brands featured on The Hundred team shirts, 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.
What content is available on the ‘Everyone In’ online hub?
Our ‘Everyone In’ online hub offers families free and easy ways to get involved. The platform includes some really 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 to get involved with their local cricket clubs by providing information on regional clubs supported by the English Cricket Board.
How can your partnership with The Hundred help families get active?
Partnering with The Hundred is part of our ongoing ambition to inspire healthier lifestyles and provide easy ways for families to get involved in sport. Cricket is the perfect sport to get families active and sharing in special moments this summer, and we’ve got plenty of activities planned to continue to drive their interest. This year we’re inspiring diverse and under-privileged groups in urban areas with a new cricketing experience roadshow. The roadshow will see fun pop-up cricket pitches touring several different regions, which will hopefully attract new audiences to cricket.
What is the aim of KP Snacks’ ‘Taste for Good’ plan?
It’s important to us to be a responsible business and today we call our corporate responsibility approach our ‘Taste for Good.’ Our Taste for Good is focused on four ingredients: consumers, environment, people and communities. Throughout our business, our culture, the way we work and all the projects we undertake, Taste for Good is designed to make sure KP Snacks continues to ‘do good’.
How much is the KP Snacks portfolio worth and is it in growth?
KP Snacks has the broadest portfolio across all segments, with something to suit everyone and all occasions. Our snacks are consumed by over 20m households and our diverse portfolio has delivered 44% of the category’s growth in the last five years1. The KP Snacks portfolio is worth £668M and is currently growing in value at +6.1%2, ahead of the overall category.
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