The Celebrity Apprentice returns to BBC One and BBC iPlayer this Christmas with a groundbreaking two-part special that combines festive entertainment with genuine charitable impact. For the first time in the show’s history, 12 celebrity contestants will travel to snowy Lapland to face their most ambitious business challenge: creating gingerbread biscuits that will be sold in UK supermarkets nationwide, with profits directly supporting BBC Children in Need.
This special marks a significant milestone ahead of The Apprentice’s 20th anniversary in 2026, representing a creative evolution beyond traditional television competition format into a hybrid entertainment-commerce experience where viewers can directly support charity by purchasing products created on-screen.
The Celebrity Lineup: A Star-Studded Ensemble
Team One – “Jolly McTrouble” Biscuit Team:
- AJ Odudu – Television presenter best known for Big Brother and Strictly Come Dancing (with partner Kai Widdrington)
- Charlie Hedges – BBC Radio 1 DJ hosting Dance Anthems
- Eddie Kadi – Comedian, BBC Radio 1Xtra presenter, Strictly Come Dancing alumnus (partnered with Karen Hauer)
- Jake Wood – Actor famous for playing Max Branning in EastEnders (2006-2021)
- Kadeena Cox – Paralympic athlete and medal-winning competitor
- Rob Rinder – Criminal barrister and television personality known for Judge Rinder, Strictly Come Dancing, and Rob and Rylan’s Grand Tour
Team Two – “Gary the Penguin” Biscuit Team:
- Angela Scanlon – Television presenter from The One Show and Your Home Made Perfect, jewellery entrepreneur (frkl brand founder)
- JB Gill – Singer and television presenter from 5IVE (five boys), Strictly Come Dancing competitor
- Matt Morsia – Gladiators’ Legend, Gladiators revival cast member
- Sarah Hadland – Actress known for comedy role in Miranda and broader television work
- Shazia Mirza – Comedian and performer
- Tom Skinner – Businessman and television personality, previously competed as a civilian contestant on The Apprentice
The Biscuit Creations: Whimsy Meets Strategy
The two teams created distinctly different products reflecting their personalities and commercial vision:
“Jolly McTrouble” (Team One): A gingerbread biscuit with vanilla and Christmas pudding-flavored festive icing, featuring an unconventional flavor combination. The biscuit portrays Santa’s naughty brother – Jolly McTrouble – with the tagline “Be Naughty, Get Nice.” This product targets rebellious consumers and positions itself as a cheeky alternative to traditional festive biscuits.
“Gary the Penguin” (Team Two): A gingerbread biscuit combining gingerbread with bubble-gum and white pepper – a deliberately unconventional flavor profile emphasizing the celebrities’ willingness to experiment. The penguin-shaped biscuit carries the tagline “A Cheeky Treat for Your Little Rebel,” positioning itself as edgy and modern.
Both products reflect the celebrities’ strategic thinking about market positioning, taste profiles, and consumer psychology—transforming a television competition into genuine product development.
The Competition Format: Business Challenges in Lapland
Unlike traditional Apprentice episodes set in London boardrooms, the Christmas special relocates the action to Lapland, Finland, the “official home of Santa,” fundamentally transforming the competitive environment.
The Challenge Components:
Biscuit Creation: Celebrities must develop not just recipes but complete product concepts, considering ingredients, taste profiles, visual presentation, and consumer appeal.
Advertisement Creation: Teams must produce commercial advertisements promoting their biscuits, requiring creative direction, scripting, acting, and production decision-making.
Jingle Composition: A musical component adds entertainment value and marketing sophistication—teams must create catchy jingles that enhance brand recall and consumer engagement.
Retail Pitches: Most significantly, teams must pitch their products to major UK retailers who will actually stock and sell the biscuits nationally. This transforms the competition from hypothetical business scenarios into genuine commercial transactions with real-world consequences.
Merchandise Testing: As part of the special, celebrities visited the Chickenshed Theatre Trust (supported by BBC Children in Need), showcasing their advertisements and allowing disabled children and those with additional needs to taste and provide feedback on the biscuits. This element ensures authentic consumer testing while supporting charitable work.
The Judging Panel: Leadership with Charitable Mission
Lord Alan Sugar continues as the ultimate arbiter of success and failure, maintaining the show’s signature element while now balancing entertainment with genuine business outcomes.
Baroness Karren Brady – Sugar’s trusted advisor since joining the series in 2007, Brady brings decades of business expertise alongside her public profile as owner of West Ham United Football Club.
Mike Soutar – Notably, Tim Campbell, the regular third advisor, was unable to attend due to scheduling conflicts. Instead, Mike Soutar, known for his role in the interview stage of the main Apprentice series, replaces him. Soutar brings forensic analytical skills to analyzing candidates’ CVs and business plans, translating this expertise to the festive challenge.
The substitution raises stakes and potentially adds different energy to boardroom proceedings, as Soutar’s typically stern demeanor provides contrast to Brady’s balanced approach.
The Charity Partnership: Real-World Impact
BBC Children in Need partnership distinguishes this special from typical entertainment programming. The collaboration reflects genuine commitment to charitable fundraising through entertainment.
Real Product Sales: From November 14, 2025 onwards, coinciding with the Children in Need appeal night, the celebrity-created biscuits became available for purchase in UK supermarkets and retailers nationwide. This represents the first time in Apprentice history that products created during the show are available for public purchase.
Profit Distribution: A percentage of all biscuit sales directly benefit BBC Children in Need, transforming viewer entertainment into charitable contribution. Viewers don’t just watch competition—they financially support vulnerable children by purchasing products.
Charitable Context: According to BBC Children in Need Director Content, “Currently, we can only support one in six organizations that seek our help, so every pound raised will help us reach the most vulnerable children across the UK during these challenging times.”
This partnership ensures the special carries genuine emotional weight and social impact beyond television entertainment.
Production Details: Fremantle and Amazon MGM Studios Partnership
The Celebrity Apprentice: Christmas Specials is produced by Naked (a Fremantle subsidiary), with MGM Alternative UK (a Amazon MGM Studios division) co-producing.
Production Structure:
- Executive Producers: Paul Broadbent and Naomi Banat (Naked)
- Consultant Executive Producer: Francesca Maudslay
- Production Executive: Rachael Hankinson
- MGM Alternative UK Executive Producer: Dom Bird
- BBC Commissioning: Sarah Clay
- BBC Entertainment Head: Kalpna Patel-Knight
- Distribution: BBC Studios (global); Amazon MGM Studios (production)
The multi-company structure reflects the special’s ambitious scope and significant production investment required for international filming in Lapland.
Strategic Timing: Pre-20th Anniversary Special
The Christmas special arrives as a deliberate “treat” preceding The Apprentice’s landmark 20th series in 2026. By producing a high-profile celebrity special in late 2025, the BBC maintains momentum while demonstrating the franchise’s continued cultural relevance and creative evolution.
Lord Sugar emphasized the show’s significance: “It’s the first ever time on The Celebrity Apprentice that the public can buy products that were created by the celebrity candidates. It’s added some real pressure to the process. I think the celebs thought they were in for an easy ride, but they were wrong! Raising money for BBC Children in Need is serious business, so the candidates really need to deliver if they want to avoid ending up on my naughty list.”
When and Where to Watch
The Celebrity Apprentice: Christmas Specials aired on BBC One and BBC iPlayer during the festive period, with exact broadcast dates and times confirmed by BBC scheduling.
Both 60-minute episodes remain available on BBC iPlayer for on-demand streaming following initial broadcast, allowing viewers to watch at their convenience during the Christmas period and beyond.
Frequently Asked Questions
When did The Celebrity Apprentice Christmas special air?
The two-part special aired on BBC One and BBC iPlayer during Christmas 2025, with precise broadcast dates announced by BBC scheduling.
Who were the 12 celebrity contestants?
AJ Odudu, Angela Scanlon, Charlie Hedges, Eddie Kadi, Jake Wood, JB Gill, Kadeena Cox, Matt Morsia, Rob Rinder, Sarah Hadland, Shazia Mirza, and Tom Skinner.
What were the biscuit products?
Team One created “Jolly McTrouble” (gingerbread with vanilla and Christmas pudding icing). Team Two created “Gary the Penguin” (gingerbread with bubble-gum and white pepper).
Where were the biscuits sold?
From November 14, 2025, the biscuits became available in UK supermarkets and retailers nationwide.
What percentage of profits goes to BBC Children in Need?
A percentage of all biscuit sales directly benefits BBC Children in Need, though the exact percentage hasn’t been publicly specified.
Why didn’t Tim Campbell appear?
Tim Campbell, the regular third advisor, was unavailable due to scheduling conflicts, replaced by Mike Soutar.
Will The Apprentice return in 2026?
Yes, The Apprentice Series 20 is commissioned for 2026, positioning this special as a festive precursor.
Can I watch the special after broadcast?
Yes, both episodes are available on BBC iPlayer for on-demand streaming
