The Celebrity Apprentice Christmas Special candidates

This festive season, a host of famous faces are stepping into the boardroom as The Apprentice returns with two celebrity Christmas specials in aid of BBC Children in Need.

The celebrities taking part are TV presenter AJ Odudu, Broadcaster and Podcaster Angela Scanlon, Radio 1 DJ Charlie Hedges, comedian Eddie Kadi, actor Jake Wood, singer and TV presenter JB Gill, paralympic athlete Kadeena Cox, Gladiators’ Legend Matt Morsia, barrister and TV presenter Rob Rinder, actor Sarah Hadland, comedian Shazia Mirza and businessman and TV personality Tom Skinner.

Tasked with putting the celebrities through their paces for Children in Need, Lord Sugar calls upon Santa Claus for help, who has just the thing! In this two-part Christmas special, the celebrity candidates are split into two groups and sent to Lapland, the official home of Santa, to develop their own gingerbread biscuits.

Not only will the celebrities have to create their own biscuit, but they will have to develop marketing for their product by creating an advert and a jingle – keep an eye out for a surprise sprinkle of stardust to help the celebrities on their merry way. Both teams will then have to face the dreaded task of pitching to retailers, to help secure those all-important sales – will they secure enough dough or crumble under the pressure?

• Watch The Celebrity Apprentice Christmas Specials on iPlayer and BBC One on 29 and 30 December at 9pm

CM2

Lord Sugar

What did you think when you saw the line-up for this celebrity special?

Obviously they’re television personalities in TV programmes that I don’t watch. But it was good, bloody good! And very clever because it’s all about Christmas and about making biscuits. And what is different about this one is that the biscuits are going on sale in supermarkets and shops this Christmas. And it’s all for Children in Need, which is a great cause.

Mike Soutar is your advisor for this one, replacing Tim Campbell, what happened?

Unfortunately Tim couldn’t make it, so we called upon Mike to come in, and Mike’s very good. He’s been in lots of our shows, he’s well known for doing all of the interviews. He’s a very nice man, and he knows the programme inside out, so who better to call in other than Mike? He was very good, honestly.

Thomas Skinner gets very emotional being back in the boardroom…

I said to him, ‘what the bloody hell are you doing there?! Who put you in the celebrity bracket? That’s the only surprise! What audacity have you got calling yourself a celebrity!’ That was quite funny. But, yeah, he got emotional because The Apprentice has changed his life. The Apprentice changed his life and he went on to do all these things that he does, and he got emotional because he’s thankful for the change to his life and what it’s brought him.

Did you go easier on the celebs because it’s for charity?

No! There’s no point doing it any other way than the way I do it.

There will be a million biscuits on sale this Christmas, you must be proud to be raising so much money for Children in Need?

I am proud. But it’s something we always do. I’ve lost count of the times we’ve done a celebrity version for charity. Karren was in one series before she became my advisor. They’re really good and it’s great to see the celebrities getting involved.

Baroness Brady

When the words “Lapland, celebrities and biscuits” landed in your inbox, what did you think?

First of all it’s all for a really important charity, Children in Need. It’s one of those charities that genuinely changes lives. Not just through big national campaigns, but through the everyday support it gives children and families that are really struggling across the UK. So partnering with them is important because it reminds us what business and success should really be about. It’s about creating opportunities, giving back and helping people reach their potential. And obviously on The Apprentice, we’re surrounded by ambition and drive and competition, but it’s a powerful reminder that those same skills, teamwork, creativity, and leadership can do real good when put to the right cause.

What did you make of the celebrity line-up? 

I knew most of them, some better than others. But I admire them for giving up their time and their effort. It takes a special sort of person who’s willing to put themselves through the ringer like that. They were actually a very competitive bunch. I think they were all ambitious and they all wanted to win and they all wanted to raise as much money as possible. So that was good.

What was it like working with Mike Soutar, who was standing in for Tim?

Well, obviously, I know Mike really well because he’s been doing the show for a number of years whilst I’ve been doing it. So it was great to work with him and he has stepped in for Tim before a couple of series ago. So I know him, I like him, he’s good, he’s great at it. So it was a shame Tim couldn’t do it, but it was great that Mike could step in.

Do you think he enjoyed being on the ground and reporting back to Lord Sugar rather than grilling candidates like he usually does?

Oh yeah, I think he really did. He brought real energy, experience, insight, and I think he understood exactly what the role required. He’s got to watch the candidates, he’s got to understand he was there to keep the candidates honest in the boardroom, then give the right feedback to Alan. He’s very balanced, very good and he was great in that role. I think he’s a great fit for the show.

How did you enjoy your time in Lapland with the celebrities as they attempted to make their festive biscuits?

I’d never been before, I think it’s the most fantastic place. It’s very magical and it’s so great that it was an opportunity to raise money for the charity and do things that we’d never done before. In terms of the biscuits that they had to make, my team got off to a really bad start because they burnt the biscuits! It was a disaster in the kitchen, but they turned out very impressive in the end, thankfully!

Did your team get on or was there any tension?

Well, look, it didn’t start very well. Rob Rinder was made project manager, and rather than use the time that they had in the meeting to decide their strategy, decide what they were going to do, what theme they were going to have, they all decided to say what was important about Christmas to them, which of course is lovely, but it didn’t really help them when it came to organising themselves! That’s where the tension started between him and AJ Odudu.

I think they all cared a lot about doing the job well, not just for themselves, but because what they understood it meant to Children in Need. And Rob, of course, is what you’d expect: smart, passionate, organised, absolutely determined to get the best out of everyone. And him and AJ sort of clashed because they had different views.

It was chaotic at times, of course. But I thought he was a good project manager. He’s got that great mix of sharp intelligence and dry humour. He did joke that his nan is scarier than Alan! I don’t think he’ll mind him saying that. He actually used his nan a lot. I think she worked in Debenhams, who were one of the buyers Rob’s team had to pitch too, and they weren’t ordering enough, and I think he pushed them a bit more.

How did they cope in the boardroom facing Lord Sugar? 

I think they were brilliant. Not only did they throw themselves into the challenge, but they really understood how it works. They really understood that you’ve got to fight your corner if you don’t want to get fired.

At one point you had to tell Matt, aka Legend, to be quiet…

He was with Thomas Skinner and they were like two naughty school boys!

A million biscuits will be on shelves this Christmas, you must be so proud?

I’m so proud of what the celebrities achieved. This is a charity that, as I said, genuinely changes lives. And they’re actually fun. They’re nice biscuits. They taste good. You can either get Jolly McTrouble or Gary the Penguin, which I think is a bit of fun. It’s the first time we’ve actually had a product where the result makes a difference and the public can be involved. So I think it’s lovely. And no, none of them will be burnt, don’t worry! They actually came out a lot better than I thought they would, the results are delicious!

Mike Soutar

When you first saw the words “Lapland, celebrities and biscuits” in your inbox, what was your reaction?

Oh I was absolutely delighted that I was invited to act as Lord Sugar’s eyes and ears as Tim was unable to make the filming dates work. I had to don the attractive Christmas jumper and jump on a plane to Lapland. I’d never been before, so it was a thrill and what an interesting bunch of celebrities to spend time with.

We’re used to seeing you grill candidates over their business plans. What was it like playing the role of a spy instead?

It’s a rare privilege being Alan’s eyes and ears, especially while being relentlessly snowed on in Lapland. Unlike in the interviews where I speak a lot, my role was to observe quietly, say very little, and then report back to Lord Sugar with complete honesty. It was a bit like being a secret Santa but with a clipboard and a skeptical expression instead of a sack of presents.

Once the challenge began, was there a celebrity who tried to take charge without actually being in charge?

Oh yes! It was so interesting on the first morning, sitting around a campfire next to a frozen lake, and Matt put his claims forward by declaring he’d built two multimillion-pound businesses. You know then that the boardroom ego levels are set to 11!

Then you had Matt and JB who put themselves forward for Project Manager. As I said, Matt sold himself big, meanwhile JB, interestingly, didn’t talk about himself at all or his own qualities, he spoke about the strength of the team and how they could work together. At which point everyone voted for him, apart from Matt. That’s real leadership right there, you don’t focus on yourself, you focus on what you can do as a team. I thought JB was an excellent team leader, he didn’t directly try and confront a lot of egos in the room. Instead of getting involved in arguments with them that wasted time, he was actually really smart and led brilliantly by keeping a good rhythm, supporting people and avoiding pointless ego clashes. I thought he did brilliantly.

Around a million units of the celebrity biscuits are going on sale this Christmas. Why should people buy them?

Firstly, they taste surprisingly good! I’ll be celebrating Christmas with a double plateful, one set of biscuits on one side, and the others on the other side! This is a unique situation, I can’t think of another example where a cultural phenomenon as big as The Apprentice has been able to pull together a number of major retailers and get them to stock actual products, helping to raise money for BBC Children in Need. You get to eat biscuits, feel good, and be tremendously entertained by a two-part The Celebrity Apprentice Christmas specials. What’s not to like?

Did the fact it was for Children in Need make it more meaningful?

Absolutely. It’s an incredible charity. I have children and indeed grandchildren of my own, so I know the amazing and incredible work they do. It was a real honor to be involved. That said, even though it was for charity, I didn’t necessarily feel charitable towards the celebrity candidates!

Meet The Celebrity Apprentice Christmas Special Candidates

JB Gill

How important for you was it that the show was raising money for Children in Need?

I’ve been supporting Children in Need for literally years, since I was a child myself, you know, and of course that’s gone into my career in JLS too. We’ve done multiple things over the years as well, various different activities. We’ve had Children in Need singles, all sorts of stuff. So it was just an extension of that for me. Being able to support children around the world who have been in need and certainly here in the UK, it’s a massive thing for me. I’ve got two young children myself. I’ve been able to offer them a life that everybody should be able to have access to. So if I can do anything and be involved in things like this that enable that to happen more often, then why not?

Were you nervous?

A little bit nervous, of course. I mean, Lord Sugar, his reputation speaks for itself. He’s a formidable businessman. And, of course, he has been doing the show for a very long time now. So there’s always nerves. I had no idea what to expect, to be very honest with you. I’ve never been in a boardroom situation in my life, I’ve got nice suits, but that’s about it! I always say all the gear and no idea. I could look the part at least. And obviously I had no idea what the task would be, how we’d have to conduct them. I can’t say I was scared of Lord Sugar himself, but I had no idea what to expect. His reputation precedes him. But I ultimately wanted to get the best product or complete the task in the best fashion. So it was all very much an open book, let me go in there, see what it is, do what I do best, and be myself, and then we’ll see what happens.

How proud are you that your biscuit is actually on the shelves this Christmas?

I’m so proud, honestly. I’m proud, firstly about the effort that we put in, because I think that is the most important thing. Obviously we are not experts in retail or in brand development or anything like that, we gave 100%, and I think that is to be commended. And then secondly, the fact that we’ve produced something that can actually sit on the shelf, that people are going to genuinely want to buy, I think that’s amazing as well. Of course, no matter how many sales there end up being or you know, whether they’ve bought enough, I just hope that people really get behind the product and enjoy it because obviously in the process we’re raising a lot of money for Children in Need. 

Kadeena Cox

How did you feel when you got the call to join Celebrity Apprentice?

Predominantly excited because it was for Children in Need, which is such a massive charity and something I celebrate every year and try to be a part of that. Plus, the show is amazing, it’s so well known. And honestly, a part of me just wanted to be fired by Lord Sugar. I wanted the finger pointed at me!

How did those nerves compare to what you’ve faced in your sporting career?

Oh it’s a completely different type of nerves. Obviously in sport, I train every day of my life and I’m good at it. With this, I had no clue and wasn’t sure how it was going to go at all.

How did you get on with the other celebrities?

It was funny seeing Jake Wood, knowing him from EastEnders. I didn’t call him Max the whole time, which I was proud of! When I met Adam Woodyatt once I basically called him Ian the entire time! I clicked instantly with Charlie and loved her. Eddie’s hilarious. It took me a bit of time to figure out Rob as he’s such a serious guy that has such a funny side to him so I wasn’t sure whether he was joking or not but as I got to know him more, I quickly realized how absolutely lovely he is. He even remembered and messaged me on my birthday. AJ was never my team leader, but I think she’s great, another northern girl. She has a big personality, and so does Rob, which could have caused a few clashes.

What was it like in front of Lord Sugar?

It was kind of nerve-racking. I was super nervous but actually he was nice, a lot nicer than I expected. I really wanted to get fired, I wanted him to shout at me and point his finger, just for the full Apprentice experience!

Was there back-stabbing in the boardroom?

It’s so funny, I thought everyone was being really nice and then all of a sudden I threw Eddie under the bus. He looked at me like, ‘Kadeena!’ I said he didn’t really do anything but help me burn the biscuits and make me put in the wrong ingredients. I will say Jake didn’t do much apart from the advert, so I pointed that out! People thought I was an absolute angel until that moment.

How would you sum up the experience?

It was the most intense couple of days but super fun. I finally understood why people get so stressed on The Apprentice! But I would do it all again!

How does it feel knowing your product will be on shelves this Christmas?

That’s so cool, really incredible. I’m so happy that our product is going to help raise money for such an awesome cause! Then, I’m relieved that Eddie’s and my first decoration attempt isn’t the one being sold off the shelves because that was horrendous. The one on the shelves I think (and hope) people will enjoy and I’m not going to lie, it’s inspired me to think about opening my own bakery and selling stuff online. I might get my baking hat on next year!

Eddie Kadi

Are you a fan of The Apprentice?

I am an Apprentice fan. I know Tim quite well. It’s funny to think he was in the first episode because it’s been so long, like 20 years. But you know, he really became an instant role model for a lot of us as well. But then genuinely I love The Apprentice for the banter, number one. But also just the challenge of it, the idea of running around town trying to get stuff done.

What did you think of the other celebs on your team?

I have friends for life. I had met Jake Wood briefly on a podcast that we did, but we’ve never really chilled. And just chilling with him was a joy from the very beginning. I love the idea that everyone’s got this image of him, because he’s done so well in EastEnders everyone’s got this image of him being Max Branning in real life and he is the total opposite. And just the stories and the advice he gave me, you know, he’s slightly older, the advice he gave me was wonderful. AJ is my sister I’ve known for so long. But then to see her put on a business hat, she turned into one of my old secondary school head teachers! Then Rob is a joy. He’s exactly the same person as Judge Rinder, like in real life. And then you’ve got Kadeena, our MasterChef winner, which we thought was perfect for our group. But she made the mistake of getting me involved in the kitchen! And then Charlie Hedges, once again, like my sister, it was like we connected. You knew everyone’s emotions. You knew everyone’s weakness.

Lord Sugar has great one liners, is he the ultimate heckler?

He’s incredible! Lord Sugar means business. He knows everybody. He studied everybody and he knows who he wants to keep, who he doesn’t want to keep. But at the same time, he’s not letting you finish if you’re chatting nonsense. His banter with Tom was ridiculous, same with Matt. He doesn’t hold back. He’s got one liners and he will drop it out of the blue, you have to laugh, you can’t help it because it comes out of nowhere.

How would you sum up the whole experience?

It was one of the best moments of my career and it’s certainly a real moment in my life as well because to do something that I genuinely wanted to do and I felt, you know, I would want someone to do it for me or my family, right? But we were doing it out the goodness of our heart. I certainly didn’t expect the hospitality, the way we were looked after, the fun that we had. Karren, Mike and Lord Sugar were so kind. For me it’s something I will hold dear because I made some really, really good friends out of it as well. Which is what is it is all about.

Angela Scanlon

Why did you say yes to taking part in Celebrity Apprentice?

It was the opportunity to support Children in Need! I’ve also seen the show for a million years and have been guilty of teasing the candidates’ efforts – sorry, it’s true! Sometimes their decision making and the things that they produce under pressure are wildly questionable, and you’re sitting at home going, “Sorry, are these their business ideas? My 7-year-old could do better than that.” And then cut to me in Lapland producing a biscuit for kids named after a 64-year-old bald man and I would go toe-to-toe with anyone to defend that little baked fella. Genuinely, I’ve never got so behind a thing in my entire life! You then understand it’s quite a bubble when you’re in the thick of it and it feels like sometimes there’s a lack of oxygen! So when you’re met with faces of confusion and sometimes, disgust at the biscuit flavours we’ve come up with, I finally understand. I now feel bad for judging the candidates from the main series – it’s harder than you think!

Were you nervous at all?

I really wasn’t, but I was disillusioned, clearly, and had ideas about my abilities that were, as it turns out, optimistic and wildly misjudged! You kind of become quite quickly aware of the gaps in your CV.

How do you feel about the fact that people can actually buy these products?

I’m obsessed! I think it’ll be quite surreal actually to be able to see something that we did. Look, to be able to bring awareness and support for Children in Need and then go and buy little Gary to raise even more money is great.

What was it like going back into the boardroom to face Lord Sugar?

I kept reminding myself that this is for charity, it’s fun, we’re not actual business people. It’s fine. And also I don’t think Lord Sugar’s going to give any of us a job! So we’re cool. Everything’s going to be okay. But then you’re in there and he turns his icy glare to you and you shrivel. And I’m quite bolshy. I had to really talk to myself to not kind of cower in a corner. You don’t realise how withering those looks are and then sometimes he just doesn’t look at you at all. He looks through you. You say something and he literally stonewalls you. Which is actually worse! You’re like, “Sorry, what?” Your comment is like a fart in the wind, he just pretends it didn’t happen! He had been talking to the other team and then he turns to us and I could literally feel my heart racing. I thought, “Oh my God, I’m sweating!”

How would you sum up the whole experience?

Chaos! Absolute chaos from beginning to end, but the most joyful chaos I have had in my life in a while, just brilliant. Honestly, I felt like I was back at school doing some sort of weird transition year project, which we were all ill-equipped for, but you know, no less committed. So yeah, brilliant. Absolutely loved it! Now go and buy our biscuit!

Tom Skinner

Why did you want to come back to The Apprentice?

Look, I absolutely loved going on The Apprentice. The process, the first time I went on it back in 2019, it changed my life, completely changed my life. I got married since, I’ve got three beautiful children, and I’ve got so much to thank the show and the producers and everyone from that experience, and it’s just an honour to be able to come back and this time have a bit of fun and raise some money for Children in Need.

What was it like seeing Lord Sugar again?

Yeah, it’s brilliant. He’s so highly respected and such a lovely man as well. And, look, he’s doing this for Children in Need, he’s a blinder.

How much fun did you have in Lapland?

Lapland was a wonderful place. I’d never been before, I want to take my kids there. Beautiful scenery, beautiful country, beautiful place. Yeah, it was brilliant to go there.

How was it different to your last time on the show?

It’s very different. I think the difference is when I first went in there, you’re trying to win money to invest into your own business, whereas this time round it’s not for you, it’s to raise money. So it’s a little bit more serious this time, in a way. The last time I was in here was to nick a few quid for myself, selfishly. But this time round, this is for kids who really need this, so this is big. I’ve stood on my own two feet since I was 16, I’m a grafter, I can turn my hand to anything. I lost loads of tasks when I was on the show last time but look how it turned out, I’m back as a celebrity!

Did you bring anything you’d learnt from the last time you were on the show to help this time?

No, because I was rubbish the first time I did the show. I lost eight out of nine tasks. I just was myself really and had a laugh and enjoyed doing it and helped raise money.

How did you feel in the boardroom being judged again by Lord Sugar?

It was good to be back and I really enjoyed it. I wasn’t nervous. I was emotional in the first boardroom, really emotional. I don’t cry, and I cried.

How would you sum up your experience this time round?

I think I’ve made some friends for life, we’ve raised lots of money for Children in Need, I’ve got to go to Lapland, and it was great to see Lord Sugar, Karren, and Mike again. Brilliant. Bosh!

Sarah Hadland

Why did you want to do Celebrity Apprentice?

Before Strictly, I was always the type who wouldn’t enjoy doing these kinds of programmes, but I loved watching them. Strictly being the biggest for me as I was such a big fan. Doing it made me feel that if something feels right, which this did, then I should go for it. I’m also a big supporter of Children in Need. That’s a huge factor. If you feel you can help, especially after the profile boost from Strictly, you think, I’d love to get behind this. It’s also a bit of fun. The Apprentice is another iconic show, so I thought I had to do it.

This is for Children in Need, what does it mean to you and how important is it to support?

It’s an incredible charity. Speaking as a parent, this is what I could genuinely get behind in the pitch for our biscuit. In the pitch I could say when you take your child shopping, they inevitably want a snack. Treat is a good word to use because that’s what a gingerbread biscuit is clearly, it’s not an everyday thing.

Were you nervous going into this process?

Yes! At one point Tom said, “We’re all businesspeople here,” and I thought, ‘I’m not! Please don’t ask me what business I have’. Nothing, the business of show, Lord Sugar! It’s definitely not my comfort zone, my instinct is to make things funny. I did barrel in on the first day and said, ‘Hello!’. All three of them looked at me like I was mad. Quite quickly you realise you have got to have serious answers.

How would you sum up the experience?

It has been absolutely amazing. I feel like if you want to get people to give up their money that you’ve done something decent to get it and I can honestly say our team worked so hard, we properly got on, had a laugh and it’s an amazing cause.

Matt Morsia aka Legend

Why did you want to be a part of Celebrity Apprentice?

The Apprentice is an iconic show and ultimately I knew I’d be good at it, so it felt like the perfect opportunity to showcase my entrepreneurial ability. The fact it’s for Children in Need was a huge bonus. To have a great time, win a competition and raise a lot of money for such a great cause is pretty incredible.

Were you nervous going into this?

No, I don’t really get nervous. I’m the opposite, I love high‑pressure, intense situations where there’s a huge risk of failure. That’s what I thrive on.

Audiences know you as Legend, but here you’re yourself. How did you feel about that?

Firstly, I’m very similar to Legend, I’m basically just a slightly dialed‑down version. But also I’ve done YouTube for 12 years as myself and I’ve amassed over a billion views, so that’s my bread and butter, I’ve been doing that a long time so being me on camera is natural.

You’re looking very different to your Gladiator gear…

Yeah, I was very glad there was the Lapland element because it meant I didn’t need so many suits. I was worried at first when they said it was a week filming because I literally don’t own seven suits. Luckily we had a lot of snow gear. It’s nice to wear clothes on TV, it’s good to mix it up. But I’m not a suit guy so I was happy to take it off.

Were you annoyed not to be PM?

No, I was more embarrassed for them, to be honest, because it was just a mistake. I have every possible skill set you could ever wish for as a project manager, leadership, charisma, looks, experience. I’m the whole package. I’ve built two multimillion‑pound companies from scratch with zero investment.

How was the pitching process?

That was exciting. I love environments like that, where it is high‑stakes and it was more fun. Essentially we were making money for Children in Need, that made it more exciting because it was meaningful. Also, we absolutely smashed our pitch, we were unbelievable, we nailed it.

Were you nervous facing Lord Sugar?

No, not at all. I see him as my peer. In my opinion I’m as good as, or better than anyone else in the room. I had no reason to be nervous. I was looking forward to it; I thrived in the boardroom.

How do The Apprentice and Gladiators compare?

Look, they’re both fun and a way to showcase my talents. I like Gladiators because I get to wear a leotard, which is always a bonus. I did float the idea of us wearing a leotard in the boardroom, but they weren’t having any of it. Lord Sugar was keen, almost weirdly too keen, the others said no! They’re both fun shows in different ways.

If you could give Lord Sugar a Gladiator name, what would it be?

I think he’d be Sugar Lump!

How would you sum up the experience?

It has been amazing. I’ve met loads of cool people who are now my friends and I’ve showcased to the world I’m better than everyone else.

Jake Wood

Why did you say yes to taking part in Celebrity Apprentice?

I’m a big fan of The Apprentice and also just an opportunity to raise lots of money for Children in Need. I know the charity, I know them well, I know the incredible work that they do. I think it is the first time The Apprentice has made a product for Children in Need that will actually go on sale in the shops. And that was too good an experience to turn down.

Were you nervous stepping into that famous boardroom?

I’ve met Lord Sugar a couple of times before, so I felt at an advantage really, and knowing that he’s actually a really lovely guy. I found him to be really personable and a lovely guy. So I wasn’t as intimidated as some of the others I would maybe say. But of course going into that boardroom is iconic and it’s a once in a lifetime opportunity to be sat there with the whole team and to go through the full process that they actually go through on the show, and to get an insight into the reality of designing a product and the packaging and the name and the jingle in the TV advert, to do all of those things was amazing.

You’ve crossed paths with the Lord Sugar?

Yeah, I’ve just met him socially a couple of times. I know that he’s a big fan of EastEnders. He tweets about it a lot. So hopefully he’s a Max Branning fan, I think he is! I’ve met him at the football a couple of times too. I’m a big Arsenal fan, he’s Spurs, so there was lots to talk about, a bit of friendly rivalry between us. So yeah, as I say, our paths have crossed and I’ve always found him really great company.

What was it like being in Lapland?

Lapland was amazing. It was minus six, so it was a bit cold, but I think it’s going to look incredible. The Apprentice, the production values on that show are just sky high. It starts off with us all arriving on Skidoos across a frozen lake, and obviously there’s drone shots and cameras everywhere. It’s going to look quite epic, I think. I think that’s one thing that they do really well. The show feels expensive and expansive, it’s going to look great.

What was it like being judged by Lord Sugar in the boardroom?

I think very naturally you prepare yourself by getting ready to blame other people in your team! You don’t want to be the one that gets fired. At that point, what you thought was a very tight team quickly disintegrates, people start pointing the finger. It was trying to be mentally prepared for any question and how you could answer it where it didn’t appear that you were the weakest link in that circumstance. He asks all the right questions, doesn’t he? And he gets to the bottom of things very quickly. So you had to be on your toes going in the boardroom. You had to be on high alert.

How would you sum up the whole experience?

A once in a lifetime experience, which was so much fun for us personally, and will hopefully raise so much money and have such a positive impact on so many people in need. I was just very lucky to have been there and taken part. And just appreciative really, I just enjoyed every moment. I think we all knew how special it was and the reasons we were there, it was just a fabulous week.

Charlie Hedges

Why did you say yes to taking part in Celebrity Apprentice?

So first things first, when I found out that it was for Children in Need, to be honest with you, I didn’t even ask for any more details. I just said yes off the back of that. I’m a mum myself. I’ve always, always, always wanted to do something for Children in Need. And I’m a massive fan of The Apprentice as well. So it is a dream come true, if I’m being completely honest. I feel really, really grateful that I got chosen.

You’re all tasked with going to Lapland to make a festive biscuit, how excited were you to discover that was the task?

Oh my god, I’m the biggest Christmas fan ever. So on our radio show, I actually get banned from saying the word Christmas between August and November. If I do say it, I get a forfeit on air because I love Christmas so much. So when I found it was in Lapland, I couldn’t believe it. What a magical, magical experience and getting to create the product that we did. I still can’t believe that what we’ve all made, as in both teams, is going to be available in shops, what an incredible experience.

What was it like filming in Lapland?

Honestly, I know this sounds really sad, but I actually cried as we were landing because I just felt so lucky. I really, really did. It’s such an amazing opportunity to go out there and I feel really lucky. It’s such a beautiful place. It’s magical. I’ll never forget the week, honestly. I really won’t.

What was it like coming back to the boardroom for a grilling by Lord Sugar?

It was so nerve wracking because it’s such a big show and when you are sitting in that boardroom, it doesn’t feel real. Because I am such a fan of the show and I know that the boardroom bit is obviously so important, I was kind of in awe of it, actually. So, yeah, it’s nerve-racking. And also at the start of the week when you don’t know what the challenge is, there’s all sorts going through your mind because you just want to do a good job, not say anything silly. I feel like in life, you’ve just got to be yourself. If you are yourself, then you can’t ask for anything more, can you? I just went in being myself. But I was the sweatiest ever, if you could see my hands now, they’re sweaty again! It was like being back at school waiting to get told off. But it just ignited this fire in my belly where I’m like, “God, this is amazing. I could potentially get told off by Lord Sugar!” I was responsible for coming up with our product name, the rest of the team agreed to it, of course. But when Lord Sugar started talking about the name, I thought, “Right, I need to get in there and call myself out because I don’t want anyone else coming down with me.” I probably didn’t need to do that, I did expose myself, but you know what? Honesty is key and I’d rather get there before Lord Sugar does!

How would you sum up the whole experience?

It was a once in a lifetime experience. I’m so grateful to have been asked to do this for Children in Need. I cannot tell you how grateful I am. I feel blessed that I was a part of the experience and also just to have an insight into The Apprentice. As a viewer, I watch the show and it’s just mesmerising. So it was amazing to watch what goes on behind the scenes and how everyone works. And actually I think the production team needs a massive big up because they’re some of the very best people I’ve ever worked with.

Shazia Mirza

Why did you say yes to this?

Because it was for Children in Need, so it was charity and I wanted to do that. And also I’ve watched the show for a very, very, very long time and I’ve always found it very funny. So I thought, I think this could be a really funny thing to do.

Did you think you could cope with whatever Lord Sugar threw at you?

I think he’s very funny, his one-liners and stuff. But also, I’ve been in comedy clubs where people haven’t laughed. I’ve been on stage at Glastonbury where I’ve died on my arse in front of 5,000 people. I’ve had people throw things at me. I’ve had to escape through toilet windows in Sweden because people were offended and I couldn’t face them. I’ve performed in caves, tents, and bars with two people and a dog. Comedy’s really hard and I thought, I’ve grafted, I’ve been in the trenches. This is going to be a walk in the park.

How was pitching your product to the supermarkets and retailers?

We knew we had a great product with original flavours like bubblegum, white pepper, lemon oil, and nutmeg. It fitted the brief, and everyone who tasted it said it was great. We weren’t worried, we knew it was good and we believed in it, so it was easy to sell.

Did the show woman in you come out when selling?

Yes, and they loved our pitch. It was funny and they warmed to us because we’d already got them laughing. We laughed all the way to the bank. They made offers during the pitching process. Asda offered a big deal if we’d come to Leeds, meet their staff, and do some social media for them. We agreed to all that! I’m going to spend the next few months working in the petrol station at ASDA! That was the deal and we had to do it.

What was it like in the boardroom being judged by Lord Sugar?

We had our great product to fall back on, it had been tried and tested, so we knew people loved it. We had a great jingle. We knew the advert could be divisive and we might get some criticism for that but we were prepared for it. We all agreed to stick together no matter what. We were stronger together, the other team were bickering and fell apart. Whereas we defended everything we did. When he brought up criticism about the flavours we made a joke of that, we defended our video and the packaging. If you don’t believe in your product, no one else will! I think Lord Sugar saw that.

Rob Rinder

Why did you say yes to taking part in Celebrity Apprentice?

Because normally I’m the one doing the firing or at least the sentencing. I thought it was time to sit on the other side of the table, where the worst that can happen is Lord Sugar’s withering pronouncement that ‘you’re fired,’ not ten years at Her Majesty’s pleasure.

The series is supporting Children in Need, how important was that for you and what do you think of the work the charity does?

Children in Need is a rare miracle: it raises impossible sums of money while making the nation laugh and cry at the same time. It reminds us what Britain can be at its best.

You’ve faced some serious individuals in your legal career, did that make it easier dealing with Lord Sugar or did you have any nerves stepping into his boardroom for the first time?

I’ve looked murderers in the eye. Compared with that, Lord Sugar is practically afternoon tea. Though he does interrupt more.

You were the Project Manager, why do you think you were picked and what do you think you brought to the team in this role?

Because no one else fancied being blamed. I brought enthusiasm, an exaggerated sense of order, and the vague illusion I’d read the brief which I hadn’t. Honestly, I was a fairly useless team leader: more cruise director than captain.

Baroness Brady followed your team, what was it like having her watching your every move?

Like being trailed by the most stylish headmistress alive. She doesn’t need to speak; one eyebrow is enough.

Going into the pitches, did your team have a game plan?

I said: “Let me do it, I learnt sales from my mum. She is the best in the world.

You managed to get a few famous faces to support your efforts, how did that come about and how do you think it made a difference in the pitch?

Robbie Williams, Benedict Cumberbatch and Olivia Colman said yes because they’re generous or possibly because they couldn’t think of a polite excuse.

Obviously this is all for charity, but did it feel competitive with the other team?

Of course. Nobody wants to lose a charity task its like being booed at your own bat mitzvah

What was it like coming back to the boardroom for a grilling by Lord Sugar?

Oddly familiar. Usually I’m the one asking the awkward questions; this time I was the defendant. The sentence was humiliation on national television instead of prison, which felt like progress.

What’s more nerve wracking, facing him or the Strictly judges?

Strictly. Lord Sugar may fire you, but he doesn’t make you wiggle in sequins while he does it.

In one word, how would you sum up the whole experience?

Absurd in the best possible sense.

AJ Odudu

Why did you say yes to taking part in Celebrity Apprentice?

It felt like such a no-brainer! It’s an iconic show, and the idea of stepping into that world, while raising money for such a brilliant cause, was just too good to pass up. I love a challenge, and this felt like a fun way to throw myself into something completely different while making a real difference.

The series is supporting Children in Need. How important was that for you, and what do you think of the work the charity does?

That was the most important factor for me. Children in Need is a charity I’ve always admired because it directly impacts the next generation. Supporting children, young people, and their families in ways that can genuinely change lives. I always want to champion causes that give kids the opportunities and support they deserve, so being able to combine the fun of the show with something so meaningful felt really special.

You’re all tasked with going to Lapland to make a festive biscuit. How excited were you to discover that was the task and what did you think about it?

Honestly, the task was incredible! I mean, who doesn’t love a good bikky! Especially a festive one? Add Lapland into the mix, with all the magic and sparkle of Christmas, and it just felt like a dream. It’s not every day you get to say your “work task” is baking biscuits in Santa’s back garden!

Going into the pitches, did your team have a game plan?

If I’m completely honest, we didn’t! We were totally winging it. That’s the joy of a show like this though: you throw yourself in, you improvise, and you see what happens.

What was it like coming back to the boardroom for a grilling by Lord Sugar?

It was surprisingly nerve-racking! Even though you know it’s all for charity and no one’s going to get “fired” in the real sense, you still want to impress, and you still feel that tension. The boardroom has this intimidating energy about it, it’s Lord Sugar, after all! The adrenaline really kicks in.

How do you feel about the fact that people can actually buy these products this Christmas?

Mortified but in the best possible way! None of us are professional biscuiteers, so the idea that the public can walk into a shop and actually buy something we’ve cobbled together is both hilarious and slightly terrifying. But if it raises money for Children in Need, then bring on the biscuit tins!

How would you sum up the whole experience?

Magical. Truly magical. Going to Lapland is a bucket-list experience for so many people, and I got to tick it off while being part of something that gives back. To combine that sense of fun, adventure, and teamwork with raising money for such an important charity, it doesn’t get better than that.

Follow for more