Rob Calder

---

designed A new cricket tournament, for children and families was criticized by health activists for its snack-food sponsorship.

Each team in The Hundred, a new format of the England and Wales Cricket Board, has a KP Snacks logo.

An anti-obesity group said that brands such as KP wanted junk food "in the centre, in the minds of the children".

England cricketer Kate Cross , said they hope The Competition would encourage children to be active.

The Tournament begins In July 2020 and attracting new audiences to cricket with a rapid-fire format in which each team faces only 100 balls.

'Family entertainment'

With women's and men's teams from Birmingham, Cardiff, Leeds, Manchester, Nottingham, Southampton and two London -Based at Lord's and The Oval , it will be shown on Sky Sports and the BBC.

A spokesman for the England and Wales Cricket Board (ECB) said: "to connect Our target for the cricket, communities, and improving lives of inspiring people to discover and share your passion for cricket.

"in your portfolio of brands, KP has almost help unprecedented in the life of the UK, various consumer, and is eager to work With Us to grow The Game of cricket. "

The spokesman added that the partnership with the KP, the ECB will enable more people and educate them about the health, activity and balance.

But after, the teams, players and kits of obesity were presented on Thursday, anti-activists criticized the KP Snacks branding on the teams' shirts, the promotion of food, such as Hula Hoops, Skips, McCoy's, Chips, and Butterkist popcorn.

Caroline Cerny in the obesity-health Alliance, said that represents dozens of health charities: "Junk food brands Sponsoring the popular sports events is just another way to make sure that their unhealthy products, in the minds of the children. "

She Said the "relentless exposure" to reduce junk-food marketing influences children's food decisions and how much you Eat .

Joe Root plays for Trent missiles, Based in Nottingham, with Skips-branded kit

Tam Fry, the Chairman of The National Obesity Forum, said, snack-food companies brought their products could be eaten as part of a balanced diet ", But kids don't know what is a balanced diet".

He said The High salt content of junk food was a growing concern, with some children as young as 10, which is now in the risk of heart problems due to their salt intake.

The criticism comes after new rules were introduced to prevent companies from advertising foods and beverages that are high in fat, salt and sugar to under 16-year-old.

But The Rules only apply to the TV-and online advertising.

The ECB declined to comment, But when the sponsorship was first announced In July , commercial director, Rob Calder , said: "We are thrilled with our partnership with KP Snacks to help continue to grow The Game of cricket and to get families active. "

Healthier choices

Kate Cross the England and Lancashire player, who play for Manchester originals in The Hundred, told Bbc Breakfast it was "negativity" about the sponsorship in the Social Media .

But She Said : "For us, it is about inspiring kids a bat and ball to pick up and engage in movement. As a professional athlete, you know, you can with a well-balanced life style, it is a little bit of both. "

The sponsorship money was vital that The Women sport a larger platform and allows more women to go professional, She Said .

sponsorship of The Women 's game, says national team player Kate Cross

Prompted for the gender pay gap, where men earn up to £125,000 in the month-long tournament, while The Women only earn up to £15,000, She Said that it was "very desirable" in comparison to other women's teams in the world.

A spokesman of KP Snacks, said: "We believe that snacks can be used as part of a balanced diet and a healthy lifestyle, including regular exercise. We have a partnership with The Hundred, to encourage families to be active through cricket. "

But he said The Company , we have recognized "a responsibility to the people healthier snacking decisions."

Since 2005, KP cut salt in Hula Hoops to 42%, and in some of McCoy's flavours of 25%, while 29 products in their range that have 100 calories or less per pack, said the spokesman.

obesity

Source of news: bbc.com