As the Official Team Partner of The Hundred 100 ball cricket competition, KP Snacks’ brands such as 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.

In addition, the company has launched a ‘Win and Get Active’ on-pack promotion across ‘eat now’ formats of 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, 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 get involved in cricket by providing information on their local clubs and national programmes.

Kevin McNair, marketing director at KP Snacks, said: “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.”