Iceland is encouraging kids to play with their food by rolling out an I’m A Celebrity Get Me Out Of Here board game featuring frozen food.
The frozen Bushtucker Trial Game (rsp: £5) is part of the retailer’s sponsorship of the ITV show, and combines frozen food items with Snakes & Ladders. It follows the concept of the show’s Bushtucker Trial where celebs eat unsavoury items to earn rewards.
The game - which must be defrosted for an hour before playing - requires players to eat forfeits including snot balls (profiteroles with sour lemon filling), grubs (spinach-filled gnocchi) and worms (fish surimi). The rewards include marshmallows and chocolate brownies, and the game also features Jungle Nasties dips such as Ant Agonies - citrus and cola-flavoured sauce with black onion seeds.
Iceland stores will carry the game from the week before the start of the next series on 17 November, and it will feature in 10-second slots in the show’s ad breaks. “This is the first time we’ve done something like this and if it’s a hit, who knows, it could be the start of a new category of food board games in freezer cabinets,” said Nick Canning, Iceland executive director for people and customers.