KP Snacks celebrates The Hundred partnership with new on-pack promotion

Biggest ever prize pool with £10,000 grand prize and daily prizes up for grabs

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 launching a new on-pack promotion offering consumers a chance to win £10,000 as well as daily cash and cricket prizes also up for grabs.

Available in stores now, The Hundred-themed packs run across Multipack, Sharing and Single formats from 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.

Running until mid-August, the promotion gives shoppers the chance to win a grand prize of £10,000 or one of over a hundred £100 cash prizes. Eight New Balance cricket sets and two £65 vouchers for The Hundred shop will also be won each day, offering consumers simple ways to get involved in cricket.

The sponsorship of The Hundred is a key element of the KP Snacks People & Planet responsible business approach.

The new on-pack promotion, spotlights KP Snacks’ “Everyone In” campaign designed to encourage families to adopt healthier lifestyles by getting involved in cricket. First launched in 2021 alongside the inaugural The Hundred tournament, the Everyone In initiative supports KP Snacks’ commitment to deliver over a million opportunities to get active by 2033.

In 2023, KP Snacks launched its community cricket pitch programme, aiming to get “Everyone In” to cricket by targeting urban areas and communities that have not previously had access to the sport. This year, the business is installing a further 35 community cricket pitches across the country to create lasting access to cricket. 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 programme.

“As we mark a fourth year in our partnership with The Hundred, we are excited to be both launching a new on-pack promotion with our biggest ever prize pool and continuing our 'Everyone In' initiative,” said Marketing Director Kevin McNair, “Protecting the wellbeing of current and future generations by encouraging healthier lifestyles is a fundamental element of our People & Planet responsible business programme. With giveaways of cricket equipment planned alongside the continued installation of community pitches, we are proud to be improving access to sports for our communities”

Last year, The Hundred broke previous attendance records, with 580,000 tickets sold, while TV viewing figures also increased, with an average of 266,000 TV viewers per match. The KP Snacks portfolio is currently growing in value +11.3 per cent ahead of the overall CSN category (at +9.9 per cent). Each of the KP Snacks brands included in The Hundred on-pack promotion is growing in value YOY, with Hula Hoops +13.8 per cent, McCoy’s +12.3 per cent, KP Nuts +6.8 per cent, Tyrrells +4 per cent, Butterkist +7.4 per cent, POM-BEAR +13.9 per cent, popchips +2.8 per cent, Skips +16.4 per cent.