April 2024

A new on-pack promotion to celebrate our partnership with The Hundred

As Official Team Partner of The Hundred – the action-packed, 100-ball cricket competition – we have launched a new on-pack promotion offering consumers a chance to win £10,000 or a share of daily cash and cricket prizes.  

Available in stores now, our Hundred-themed packs can be found on the same KP Snacks brands that 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 promotion runs until mid-August and gives shoppers the chance to win the grand prize of £10,000 or one of over a hundred £100 cash prizes. Daily prizes offer simple ways to get involved in cricket: with eight New Balance cricket sets and two £65 vouchers for The Hundred shop to be won each day.  Our Hundred sponsorship is one element of our People & Planet responsible business approach.  

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

In 2023, we launched our 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, we will install a further 35 community 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. 

Kevin McNair, Marketing Director at KP Snacks, says, “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. 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 match tickets sold and TV viewing figures increasing, with an average of 266,000 TV viewers per match.