As the Official Team Partner of The Hundred, KP Snacks’ leading brands, 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.

As part of its ‘Everyone In’ campaign, KP Snacks is launching a ‘Win and Get Active’ on-pack promotion on 1^st May across Eat Now formats for 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 to this, 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 with how they can get involved in cricket by providing information on their local clubs and national programmes.

Kevin McNair, Marketing Director at KP Snacks, says, “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”.

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 its ‘Taste for Good’ plan, the KP Snacks responsible business approach. The partnership aims to drive interest in cricket and provide better access for families to get involved in the sport as part of its ‘Everyone In’ campaign.

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Promising full-on flavour in a popular and versatile format, the new McCoy’s Sizzling King Prawn £1 PMP looks to capitalise on the growth of PMPs.

Extending the KP Snacks PMP range with this bold and tasty flavour will boost retailers’ sales as shoppers continue to search for great value products, teh company says.

McCoy’s is the UK’s number one ridged crisp brand and its £1 PMP range is thriving and outperforming market growth at +33.8% compared to the market at +8.3%, according Nielsen Scantrack data.

With prawn being the fastest growing flavour within the category, growing at +10% vs the category at +2.7%^[2], the new PMP is perfectly positioned to engage consumers and drive sales.

Matt Collins, Trading Director at KP Snacks, said: “McCoy’s is a leader in CSN, synonymous with tasty snacks and exciting NPD. We are thrilled to be launching McCoy’s Sizzling King Prawn in the increasingly popular £1 PMP format. As we continue to expand our extensive £1 PMP portfolio, which is already outperforming market growth, we are focused on identifying the perfect flavours and brands to boost sales for retailers.

“McCoy’s is one of the top five £1 PMP ranges in the category and the new launch will excite shoppers by delivering a favourite flavour in a format that is trusted to provide excellent value.”

The KP Snacks £1 PMP range is currently outperforming overall category growth at +10.1%^[3]. Worth £145.9m RSV and growing +11.2%^[4], the McCoy’s brand is responsible for the number two and three best-selling meal deal choices^[5].

KP Snacks is the UK’s number one manufacturer of nuts and popcorn, and number two manufacturer of bagged snacks, making iconic snack brands including McCoy’s, Hula Hoops, Tyrrells, Butterkist, KP Nuts, POM-BEAR, popchips, Skips, Space Raiders, Discos, Nik Naks, Wheat Crunchies, Roysters and Frisps.

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The leading snacks business saved 142 tonnes of plastic across heritage brands Skips, Nik Naks and Space Raiders, freeing up space on retailers’ shelves and resulting in 644 fewer lorry journeys.

Additional packaging modifications also saw plastic reductions across McCoy’s, Hula Hoops and Butterkist, as well as KP Snacks market leading PMP range.

Meanwhile, the company also unveiled new modernised packaging for its iconic Hula Hoops brand, which hit the impressive £150m milestone earlier this year.

Rolling out from December, the new Hula Hoops packaging features vibrant colours, sharp graphics and bold patterns, enhancing the brand’s appeal to a wider audience. The eye-catching design and colours look to engage and disrupt shoppers, hinting at bold and tasty flavours that can be found within each pack.

As a well-loved and recognisable brand, the packaging refresh will build on Hula Hoops’ iconic look by bringing the entire range under a master-brand design, clearly communicating its sub-ranges and making it easier for consumers to navigate in store.

John McDougall, Brand Manager at KP Snacks, said: “Hula Hoops is an iconic brand and continues to be a dominant player in the CSN category, having recently surpassed the £150m RSV milestone. We are delighted to be reinvigorating the brand with an exciting packaging update across the entire range to continue driving its strong position.”

The move towards reducing packaging follows a 77 tonne packaging reduction in 2020 across Hula Hoops, Tyrrells, and popchips, the introduction of a KP Nuts’ fully recyclable Christmas nut caddy and a 100% recyclable KP Peanut Butter jar.

KP Snacks is also taking steps towards closing the loop on its packaging materials. It recently joined the Flexible Plastic Fund, a cross-industry collaboration managed by Ecosurety that is working towards a long term vision of a circular economy for flexible plastics. In collaboration with manufacturers, retailers and recyclers, the Fund will help to drive the development of UK infrastructure for flexible plastic recycling through collaboration and by providing financial incentives for recyclers.

KP Snacks has also partnered with TerraCycle® to support the recycling of bagged nuts, popcorn, crisps and pretzels packets nationwide.  With locations around the UK, consumers can drop off their used KP Snacks packs for recycling. Through the TerraCycle® partnership, 13m snack packs have been recycled so far.

Nicola Robinson, Head of Sustainability at KP Snacks said: “We’re committed to lessening the environmental impact of our activities and this investment in reducing plastic across our portfolio is just the first step in this process.

“While reducing plastic in our supply chain is a key element of our approach, we also recognise our responsibility to help develop recycling solutions over the long term so that ultimately, we can turn our crisp packets back into new crisp packets. Achieving this will require deep collaboration across the value chain, which is why we’re proud to be a member of the Flexible Plastics Fund, as well as partnering with TerraCycle® to help support infrastructure development within the UK.”

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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.

Promotional merchandise

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.

Anyone for Cricket?

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.

The Hundred

“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”.

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