TV show The Traitors has launched an “interactive” range of exclusive products into Iceland Foods.
The eight-strong range features a selection of Bakery products, cheesy snacks and confectionery all inspired by the murder-mystery show fronted by Claudia Winkleman.
It had been developed licensing agency Food Brands Now, in partnership with the show’s production company All3Media, and will launch exclusively into Iceland and Foodwarehouse stores nationwide by 22 September, ahead of the start of the second season of celebrity Traitors.
Leading the range is a The Traitors: Round Table Jalapeño Wheel pack, which features 12 cheesy bites, one of which has been laced with “hidden” extra hot jalapeño pieces, for £5.
The range also includes a selection of filled muffins, each with a “concealed” raspberry or chocolate centre. It includes The Traitors: Chocolate Muffins (four for £4.50), The Traitors: Death by Chocolate Brownies (two for £2.50) and The Traitors: Chocolate Biscuit (45.5g for £1.00).
It’s completed by four new confectionary products based on common items seen on the show. It includes, The Traitors Jelly Bean Spinner Game (100g for £2.50), The Traitors Milk Chocolate Shield Medallion (26g for £1.50), The Traitors Chew Bag (120g for £1.50) and The Traitors Milk Chocolate Coins (72g for £1.50).
“The Traitors has become one of the biggest entertainment brands in the UK, creating passionate fan engagement and genuine cultural relevance,” said Oliver Gilding, Food Brands Now sales and licensing director.
“What makes this opportunity particularly exciting is the ability to take the show’s core themes of mystery, suspense and social interaction and bring them into food products that families and friends can experience together,” Gilding said.
It is the latest product developed by the agency for Iceland’s exclusive brands programme, following the launch of a line of filled yorkshire puddings and roasted sides from Toby Carvery earlier this month.
“Consumers increasingly want products that deliver more than just great taste,” Gilding added.
“They want entertainment, fun and reasons to connect. This range does exactly that, transforming everyday snacking occasions into memorable experiences inspired by one of television’s most successful formats. We’re delighted to partner with All3Media International and Iceland to bring The Traitors to life in an entirely new way.”
Jason Easy, All3Media VP of Licensing Sales commented: “It’s fantastic to partner with Food Brands Now and Iceland on The Traitors first food range. The delicious products promise to bring fans together in a new exciting way, bringing the gameplay to life through suspense filled snacks and gamified baked goods.”
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