From screen to shelf: what Iceland’s The Traitors range says about food NPD

Iceland’s collaboration with BBC hit show The Traitors demonstrates how entertainment licensing is becoming an increasingly valuable source of food and drink innovation.

Developed in partnership with All3Media International, part of media and entertainment group Banijay Entertainment, the range features interactive products that challenge family and friends to try mystery-inspired sweet treats.

“It’s fantastic to partner with Food Brands Now and Iceland on The Traitors first food range,” said Jason Easy, VP Licensing (Sales) at All3Media International.

“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 retailer’s themed range transforms familiar elements of the programme into products designed for sharing, gifting and at-home viewing occasions. It includes The Traitors Round Table Jalapeño Wheel, 4 Muffins 1 Traitor and Death by Chocolate Brownies, alongside chocolate, sweets and biscuits.

The launch is playful, but it also highlights some important NPD trends for manufacturers, brands and retailers.

Designing around an occasion

The strength of the concept lies in the relationship between the programme and the way it is watched. The Traitors has become a shared cultural event, encouraging viewers to discuss theories, question contestants’ motives and watch major episodes together.

Oliver Gilding, Sales & Marketing Director at Food Brands Now, comments: “The Traitors is far more than a television programme and has become a cultural phenomenon that naturally lends itself to food experiences. The show's core themes of mystery, suspense, strategy and social interaction are exactly the same ingredients that create great sharing occasions.

“I love that the range can appeal to families gathering to watch together, friends hosting viewing parties, or shoppers looking for products that offer entertainment as well as taste.”

For NPD teams, the lesson is that the strongest licensing concepts begin with an understanding of how consumers interact with the original property. The product should suit that occasion rather than simply carrying a familiar logo.

Making food part of the entertainment

Names such as 4 Muffins 1 Traitor and Round Table Jalapeño Wheel translate recognisable features of the show into the products themselves, gamifying the eating experience. The food becomes part of the entertainment, giving consumers something they can discuss, share and post on social media.

This reflects a wider shift towards experience-led NPD. Taste, quality and value remain essential, but novelty, storytelling and visual impact can give a launch additional reasons to be discovered.

For manufacturers, this thinking can influence decisions throughout the development process, from flavour and format to portioning, packaging and naming. The challenge is to retain enough theatre to excite consumers while ensuring the product remains commercially viable and achievable at scale.

Responding to popular culture

The value of a pop-culture collaboration can depend heavily on timing. Retailers and suppliers must be able to identify opportunities, develop appropriate products and bring them to market while consumer interest remains high.

Ian Downes, Director at Start Licensing, says Iceland’s experience in brand partnerships gives the retailer an advantage.

“Iceland have a long history with brand licensing. I think this helps when reviewing new opportunities and responding to them. They seem to be confident in the business of licensing and its potential.

“They have developed some long-standing and successful partnerships with brands such as Greggs and TGI Fridays. So it isn’t a surprise that they have identified The Traitors as a brand that their consumers are engaged with and talking about.”

This agility is becoming increasingly important as food trends emerge across television, streaming platforms and social media. Manufacturers that can combine rapid development with robust sourcing, testing and production processes will be well placed to respond.

Reaching new shoppers

Licensing can also help retailers reach consumers who might not otherwise engage with a particular category or store.

Downes adds: “I am sure Iceland are also aware that The Traitors is a brand that is capable of bringing new customers into store for them. This move seems to be working for Iceland as The Traitors product range has already grabbed headlines.

“Being able to buy party food and other products extends that experience. I think it also shows that Iceland is a retailer that is in touch with pop culture, is agile and is also looking to bring some fun into retailing.”

As broadcasters seek to build deeper relationships with their audiences, Gilding expects further food and drink collaborations to follow. However, he cautions that a familiar name cannot compensate for a weak product.

“It’s vital that products are developed with integrity and a genuine reason to exist. Consumers can quickly see through lazy brand extensions, and that’s where credibility can be lost.”

Iceland’s range shows what can happen when licensing, product development and consumer occasion come together effectively. For NPD teams, it is a reminder that the next food trend may originate not only in the kitchen or on social media, but on the screen.

Find out more about Food Brands Now at foodbrandsnow.co.uk and keep up to date with all the latest trends, news and industry interviews by subscribing to the IFE Manufacturing newsletter.