The Hundred deal with KP Snacks "disappointing", says NHS chief

The shirts were revealed last Thursday and have come in for widespread criticism since, with the competition’s commitment to promoting the game among families and children said to be in contrast to the junk food sponsors

The head of the NHS has criticised the ECB for its decision to emblazon the playing shirts in The Hundred with the logos of crisp and snack brands.

The shirts were revealed last Thursday and have come in for widespread criticism since, with the competition’s commitment to promoting the game among families and children said to be in contrast to the junk food sponsors.

The ECB signed a deal with KP Snacks in July, making the company the tournament’s official team partner.

However, Simon Stevens, the National Health Service's chief executive, described the news as “disappointing”, making specific reference to the news as he spoke at the NHS Providers annual conference in Manchester.

“If you think about the extra demand that is being created through the obesity epidemic, with poor diet now a bigger risk factor for ill health than smoking, it is disappointing when, for example, you see the English Cricket Board doing a deal with junk food aimed at children,” he said.

“I would hope when those sorts of deals are being considered in future, people make a different choice.

“Let’s not see these benefits negated by commercial sponsorship deals that explicitly prompt our kids to fill up with snacks and junk food.”

Dame Sally Davies, the outgoing chief medical officer for England, added: “£300m a year is spent on advertising unhealthy food and drink. Think about the cricket and what they’ve just agreed. It’s appalling.”

^{The Hundred kits have been criticised in several quarters}

Meanwhile, Obesity Health Alliance and Mational Obesity Forum have also spoken out against the partnership and the extent of visibility given to the eight snacks, which include Hula Hoops, Skips and Butterkist.

Caroline Cerny, though, who works for the Obesity Health Alliance, which represents several health charities, added: “Junk food brands sponsorship of popular sporting events is just another way they make sure their unhealthy products take centre stage in children's minds.”

KP Snacks has reduced its saturated fat numbers by 80 percent since 2005, with further plans to increase the number of products with 100 kcal or fewer per back by 50 percent by 2025.