Children’s replica shirts for The Hundred will not include snacks company KP Snacks’ logos following criticism in relation to their partnership with the ECB’s new domestic 100-ball competition.

The logos of KP Snacks brands Hula Hoops, Skips, McCoy’s, Popchips, Pom-Bear, Tyrrells, Butterkist and KP Nuts will feature on players’ shirts for the competition, but the company have revealed that they will not include their branding on replica kits for children aged 16 or under.

“We have…chosen not to brand the replica kits for people aged 16 or under as part of our Team partnership with The Hundred,” KP Snacks told the BBC. “In 2018 we began introducing colour-coded reference intake icons on the front of our packs to help people be more informed about the choices they are making when buying our snacks. Our responsible marketing policy means we only target adults who can make informed choices based on our clear on-pack information.”

The ECB intends to appeal to a new audience of families and children with the competition, with the first edition of the tournament to begin this July. 

After the announcement of team names and the reveal of kits for the competition last October, the partnership was criticised from a number of quarters.

Children’s Food Campaign co-ordinator Barbara Crowther said: “Quite frankly we’re stumped as to how the English Cricket Board could choose a high fat, high salt snacking brand as an appropriate partner for The Hundred.

“Instead of promoting a healthy lifestyle, players will now effectively look like vending machines for junk food.”

Caroline Cerny of the Obesity Health Alliance 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.”

Speaking to BBC Newsround, KP Snacks indicated that their “responsible marketing policy” had influenced their decision not to brand kits for children.

“We have chosen not to brand the replica kits for people aged 16 or under as part of our team partnership with The Hundred,” KP Snacks said.

“In 2018 we began introducing colour-coded reference intake icons on the front of our packs to help people be more informed about the choices they are making when buying our snacks.

“Our responsible marketing policy means we only target adults who can make informed choices based on our clear on-pack information.”