A new exclusive The Traitors™ food range has launched in Iceland and The Food Warehouse stores nationwide this month, through new licensing range developed by the UK’s first dedicated food and drink brand licensing agency Food Brands Now. Based on the BBC’s BAFTA-winning global phenomenon the collection brings the suspense, strategy and social interaction of The Traitors into entirely new food and snacking occasions.
Developed in partnership with All3Media International, part of media and entertainment group, Banijay Entertainment, the interactive products challenge family and friends to mystery-inspired sweet treats.
Leading the range is the exclusive The Traitors: Round Table Jalapeño Wheel 12 Pack. While most participants will enjoy cheesy snack bites, hidden extra-hot jalapeño pieces are scattered throughout the pack, creating a fiery game of chance guaranteed to test even the most convincing poker face.
The range also includes a selection of indulgent bakery products exclusive to Iceland and The Food Warehouse, including The Traitors: Death by Chocolate Brownies, The Traitors: Chocolate Biscuit and The Traitors: Muffins, where each muffin conceals a hidden chocolate or raspberry centre, leaving every bite open to suspicion.
For shoppers determined to separate the Faithful from the Traitors at home, four confectionary products complement the range including The Traitors Jelly Bean Spinner Game, The Traitors Milk Chocolate Shield Medallion, The Traitors Chew Bag and The Traitors Milk Chocolate Coins.Jason Easy, VP Licensing (Sales) at All3Media International 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.”
Oliver Gilding, sales and licensing director of food brands Now, commented: “The Traitors has become one of the biggest entertainment brands in the UK, creating passionate fan engagement and genuine cultural relevance. 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.”
“Consumers increasingly want products that deliver more than just great taste. 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.”
Selected products will be available from 1st September, with the full range available from 22nd September in-store and online at Iceland and The Food Warehouse.
For more information on Food Brands Now, please visit: https://foodbrandsnow.co.uk/
