KP Snacks has today revealed the details of its partnership with The Hundred, an action-packed, new 100 ball cricket competition. With a range of initiatives and activations in place for this summer, KP Snacks is looking to champion healthier lifestyles and inspire people to get more active through cricket, while driving sales of its core range.

As the Official Team Partner of The Hundred, KP Snacks brands: popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips, will all feature on team shirts. Driving association of KP Snacks and The Hundred, the brands will also feature in broadcast idents and in ad spots during broadcasting breaks, as well as through in-ground promotion on the big screens.

In the run-up to the competition, KP Snacks has encouraged retailers to purchase cases of its promoted products for a chance to win match tickets and merchandise to enjoy themselves and with their families. Implementing retailer bundle deals, depot activations, and merchandising including aisle end displays, KP Snacks is using its partnership and brands to incentivise, engage, and inspire its retail partners to celebrate The Hundred.

The manufacturer is also offering free and easy ways for consumers to get engaged with cricket through their recently launched ‘Everyone In’ hub at everyonein.co.uk. ‘Everyone In’ is an easy-to-use digital platform offering simple, fun ways for people to get active this summer through cricket, alongside lots of fun video content with some of the male and female stars of The Hundred.

As a final element of the partnership, KP Snacks and McCoy’s, the sponsors of Manchester Originals, have partnered with Co-op in Manchester to give away thousands of balls and bats to inspire people to get more active through cricket during the course of the partnership.

Kevin McNair, Marketing Director, says: “At KP Snacks, we care about doing the right thing – by our consumers, our communities, our people and the environment – and we believe that snacks can be enjoyed as part of a balanced and healthy lifestyle, including regular exercise. Our vision is to support healthier lifestyles and inspire families across the UK to get more active.

“We have partnered with The Hundred because we believe cricket is the perfect route to encourage families to get moving and enjoy more moments together. Over the next five years, our partnership with The Hundred aims to help thousands of families up and down the country to get more active together”.

The KP Snacks portfolio is currently growing in value at +5.4%, ahead of the overall category. Worth £33.5m RSV and growing +3.5%, popchips recently moved to No. 2 ‘Better for You’ Brand in the Crisps, Snacks and Nuts (CSN) category. Worth £51.7m RSV, Butterkist is the nation’s favourite popcorn brand and, at twice as large as its nearest branded competitor, enjoys a market share of 37.3%. A family favourite gluten free snack, POM-BEAR is worth £26.2m RSV. With an impressive 86 Great Taste Awards across the range and worth £55.3m RSV, Tyrrells is the perfect brand to cater to more indulgent sharing occasions. Worth £78.8m RSV and growing +15%, KP Nuts is the number one brand in nuts, more than six times bigger than the nearest branded competitor. McCoy’s, the UK’s number 1 ridged crisps brand is worth £132.7m RSV, while Hula Hoops is worth £146.5m RSV. A firm family favourite, Hula Hoops is eaten by 1.9million consumers every week and has an impressive 90% brand awareness. With an RSV of £35.1m and growing +11.4%, Skips is one of the best-selling PMPs across the KP Snacks portfolio.

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