Iceland boss Richard Walker has made waves on the latest episode of BBC One’s The Apprentice after his candid response to one of the team’s attempts at creating a new brand of baby food.
Walker was being pitched to as part of the BBC One show in which professionals compete to be named Sir Alan Sugar’s business partner.
This week’s task required the two teams to develop a healthy new baby food brand, including creating a dish and designing the packaging, before pitching the product to the buying teams at both Iceland and Ocado.
Read more: Iceland to roll out Swift convenience store model across London
Viewers took to social media to express their delight with Walker’s honest feedback to the packaging, as he quickly pointed out that the font and positioning could be misread.
“You talked about the logo. To be honest, when I look at it, what I see is ‘First Time Fuck Dies’…”
After the episode had aired, Walker posted on Twitter, referencing his x-rated comment as he said: “Hope we weren’t too harsh with our feedback!”.
Did you catch me and the @IcelandFoods buying team put the @bbcapprentice teams through their paces in last night’s episode? Hope we weren’t too harsh with our feedback! https://t.co/bSCMJlrCaV
— Richard Walker (@icelandrichard) March 11, 2022
Even Iceland’s own social media team couldn’t resist getting in on the action.
We saw this pic of our MD doing the rounds so we thought we’d get in there first 😁 @icelandrichard #TheApprentice pic.twitter.com/4f78vFIPW0
— Iceland Foods ❄️ (@IcelandFoods) March 11, 2022
It might have been a bit harsh for the contestants, but it’s safe to say the viewers loved it.
The Apprentice was UNREAL! I felt second hand embarrassment for them all, especially the interrogation at the Ocado pitches especially, but the “first fuck dies” in the Iceland pitch 😭😭😭 where did the fuck come from? #TheApprentice
— nat ❣️ (@fatalienatalie) March 11, 2022
The Iceland guy has just become my favourite retailer of any season of the show ever. #TheApprentice
— Nicola Grant 🇮🇪🇪🇺 (@nicolainlondon) March 10, 2022
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