KP Nuts launches cancer campaign aimed at 'people with testicles'

Kellie-Jay Keen tweeted her response to KP's campaign

KP Snacks has referred to "young people with testicles" in its campaign raising awareness of cancer.

A message on the back of its snack packets states: "Testicular cancer is the most common cancer in young people with testicles.

"It's testicular cancer awareness month and whether you have nuts or not we want to help start conversations and remind people to check their nuts."

KP Snack's limited edition packs refer to 'people with testicles'. Credit: Twitter

A campaign video produced by firm also refers to "people with testicles" which is a marked change from previous campaigns where it referred to "young men".

The move angered women's rights campaigner Kellie-Jay Keen who tweeted: "Jesus Christ KP Snacks have finally gone and done it. 'People with testes' instead of men."

KP previously used drag artists Trudy Scrumptious and The Vivienne to promote its campaigns.

TalkTV's Julia Hartley Brewer said: "This is very unusual that it's happening to men as well as women now. I have a funny feeling men won't put up with it."

In previous years KP has used drag artists Trudy Scrumptious and The Vivienne to promote its campaigns.

As part of the partnership, KP Nuts has also produced limited edition 250g sharing packs, donating 10p from every pack sold to deliver a total donation of £50,000 for the Movember foundation.

Matt Collins, KP Snacks' trading director said: “Word-of-mouth is hugely important and influential amongst retailers, so we wanted to create a memorable campaign to make a real difference and remove the stigma.”

Each year in the UK, around 2,300 men are diagnosed with testicular cancer, which is usually curable.