KP Snacks. The first partner for The Hundred. Fuelling the competition everywhere.

It owns several household favourites. McCoys. Hula Hoops. Butterkist. Tyrells. KP Snacks reaches families all across England and Wales.

The Hundred’s commercial director Rob Calder said: “We’re thrilled to be partnering with KP Snacks to help grow the game of cricket and get families active. The Hundred will offer world-class cricket to a diverse range of communities and KP Snacks share that vision and opportunity.

“One year to go, we’re delighted to have already secured such a well-known brand to cricket for the first time.”

KP Snacks will launch marketing activities on multiple channels. It will work closely with The Hundred. KP Snacks’ ‘Our Taste For Good’ programme will be heavily supported. It creates more happy snacking moments each day.

The company has worked hard to bring healthy snacking to England and Wales. An 80% reduction in saturated fat across core brands since 2005. A 50% increase in products with 100 kcal or fewer per pack by 2025.

KP Snacks’ marketing director Kevin McNair added: “We are delighted to be partnering with The Hundred to help encourage families to get active through cricket.

“KP Snacks prides itself in innovative approaches and this offers us a great way of mattering more to more people. We can’t wait to work with the teams to celebrate the diverse and inclusive nature of The Hundred.”