Iceland teams up with The Traitors for interactive food

Iceland shoppers can now get a taste of The Traitors away from the television, with a new range of fiendishly fun food inspired by the BBC murder-mystery show.

Launching exclusively at Iceland and The Food Warehouse, there will be eight products to choose from, and they could be ideal for a viewing party of the new series.

Unfortunately, Claudia Winkleman isn't included with your purchase.

Season two of The Celebrity Traitors arrives on our screens in the UK on Thursday 1 October at 8pm.

The new collection has been created by food and drink licensing agency Food Brands Now.

It brings elements of the programme's deception, suspense and group gameplay into a selection of snacks, sweets and bakery products.

At the centre of the range is The Traitors Round Table Jalapeño Wheel 12 Pack.

The cheesy snack bites look similar, but some contain hidden extra-hot jalapeño pieces, meaning players will not know who has been dealt the spicy one until they take a bite.

The bakery selection includes Death by Chocolate Brownies, Chocolate Biscuits and muffins.

The muffins contain hidden chocolate or raspberry centres, adding another surprise to the products.

There are also four confectionery lines: a Jelly Bean Spinner Game, Milk Chocolate Shield Medallions, a Chew Bag and Milk Chocolate Coins.

The spinner game is designed to add an element of play to the food, while the other products draw on recognisable imagery from the television series.

Jason Easy, vice-president of licensing and sales at All3Media International, said the partnership would bring the show's format into a different setting.

“It’s fantastic to partner with Food Brands Now and Iceland on The Traitors’ first food range,” he said.

“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.”

The range is intended to be more than a collection of products carrying the show's branding.

The element of uncertainty running through the food is designed to echo the format of The Traitors, where contestants must work out who among them is secretly working against the group as a Traitor.

Will you be faithful to the game?

Oliver Gilding, sales and licensing director at Food Brands Now, said the television series had developed a strong following that could translate into food and drink.

“The Traitors has become one of the biggest entertainment brands in the UK, creating passionate fan engagement and genuine cultural relevance,” he said.

He added that the partnership offered a way to bring the show's 'core themes of mystery, suspense and social interaction' into products that could be enjoyed by families and friends.

“Consumers increasingly want products that deliver more than just great taste,” Gilding said. “They want entertainment, fun and reasons to connect.”

One excited Facebook commenter joked: "I'll be playing this game by myself, only one portion there for a true spice fan."

Another added: "New chilli challenges here!" while someone else raved: "I feel seen."

Selected products went on sale from 1 September, with the full eight-product collection due to become available in Iceland and The Food Warehouse stores and online from 22 September.

The jalapeño wheel, in particular, is designed for groups rather than simply being another branded snack.

The range also taps into the popularity of branded food collaborations, where entertainment franchises are being used to turn ordinary grocery purchases into products connected to a television programme or film.

It follows a recent collaboration with Toby Carvery for the chain, too.

With these new additions, instead of just watching contestants face accusations around the round table, shoppers can bring a small version of that uncertainty to their own kitchen table.