A brand new cricket match designed to attraction to youngsters and households has been criticised by well being campaigners for its junk meals sponsorship.
Every crew in The Hundred, a brand new format from the England and Wales Cricket Board, encompasses a KP Snacks emblem.
An anti-obesity group stated manufacturers reminiscent of KP needed “unhealthy merchandise” to “take centre stage in youngsters’s minds”.
KP stated it was taking steps to make its snacks more healthy by decreasing salt.
The competitors, which begins in July 2020, is meant to draw new audiences to cricket with a rapid-fire format the place every crew faces simply 100 balls.
That includes males’s and ladies’s groups from Birmingham, Cardiff, Leeds, Manchester, Nottingham, Southampton and two in London – based mostly at Lord’s and the Oval – it will likely be screened on Sky Sports activities and the BBC.
Tom Harrison, chief govt of the England and Wales Cricket board, told the BBC earlier this year that it might be “positioned as household leisure” and aimed toward “younger individuals, sporty households and various communities”.
However after the groups, gamers and kits have been unveiled on Thursday, anti-obesity campaigners criticised the KP Snacks branding on the groups’ shirts, selling meals reminiscent of Hula Hoops, Skips, McCoy’s crisps and Butterkist popcorn.
Caroline Cerny on the Weight problems Well being Alliance, which represents dozens of well being charities, stated: “Junk meals manufacturers sponsorship of well-liked sporting occasions is simply one other approach they make sure that their unhealthy merchandise take centre stage in youngsters’s minds.”
She stated the “relentless publicity” to junk meals advertising and marketing influences youngsters’s meals decisions and the way a lot they eat.
Tam Fry, chairman of the Nationwide Weight problems Discussion board, stated snack meals corporations argued their merchandise might be eaten as a part of a balanced eating regimen “however youngsters do not know what a balanced eating regimen is”.
He stated the excessive salt content material of junk meals was an rising concern, with some youngsters as younger as 10 now vulnerable to coronary heart issues attributable to their salt consumption.
The criticism comes after new guidelines have been launched to forestall corporations promoting meals and drinks that are excessive in fats, salt and sugar to under-16s.
More healthy decisions
Several companies have seen their advertising banned, however the guidelines solely apply to TV and on-line adverts.
A spokesman for KP Snacks stated: “We consider that snacks could be loved as a part of a balanced eating regimen and wholesome way of life, together with common train. Now we have partnered with The Hundred to assist encourage households to get lively by means of cricket.”
However he stated the corporate recognised “now we have a accountability to offer individuals with more healthy snacking decisions”.
Since 2005, KP has reduce salt in Hula Hoops by 42% and in some McCoy’s flavours by 25%, whereas 29 merchandise in its vary have 100 energy or fewer per pack, the spokesman stated.