CRICKET PITCH OR KITCHEN CUPBOARD?

By Nayaenesh Jeyabalan

The Hundred was anticipated to be an exciting new competition. However it has been criticised by many as it is being sponsored by KP snacks! Many people wonder, “will this increase obesity rates?” and “Is this the right choice?”

The Hundred is a family-friendly cricket game in which well-known English and Welsh players (including Jason Roy and others). The hundred is played by both female and male cricketers.

KP snacks started in 1853. It is a British producer of branded and own-label maize, potato, and nut-based snacks. The KP stands for “Kenyon Produce” however the company is based in Slough. The current C.E.O of KP snacks is Mark Thorpe. It owns many other well-known snack brands including: McCoy’s, Pombear and Hula Hoops.

The sponsorship deal has brought a large amount of media interest. With many anti-obesity groups stating “It will take centre stage in their minds”, whilst some cricketers had hoped the competition would help children become active. A spokesperson for the England and Wales Cricket Board (ECB) said: "Our goal for cricket is to connect communities and improve lives by inspiring people to discover and share their passion for cricket.”

Many adults and health expects are displeased with the sponsorship deal as they believe it is making children believe that eating these snacks are fine. With the UK having one of the highest obesity rates in the past years many believe this is going to increase the obesity rates of not just children but also adults. With the chips McCoy’s producing at an average of 1.8 million in just a single day this sponsorship deal could see that number increase significantly, which would set back the fight against obesity in the UK.