JB Gill and his teammates have been crowned winners of the Celebrity Apprentice 2025 after storming to victory with their festive creation, Gary the Penguin – so what happened in the moments before they won?
The JLS star lifted the trophy in the two-part Christmas special. He worked alongside Matt Morsia, Thomas Skinner, Sarah Hadland, Angela Scanlon and Shazia Mirza, after their biscuit massively outperformed the competition.
JB Gill and teammates Tom Skinner, Matt Morsia, Shazia Mirza, Angela Scanlon and Sarah Hadland have won The Celebrity Apprentice 2025 (Credit: BBC)
Celebrity Apprentice 2025: Pitches, biscuits and Rylan Clark
The final saw the celebrities return to the UK with their products after creating their biscuits in Lapland. JB’s team launched Gary the Penguin, while the rival group, led by Rob Rinder, unveiled a rival treat named Jolly McTrouble.
Rob’s team featured AJ Odudu, Eddie Kadi, Charlie Hedges, Kadeena Cox and Jake Wood, and both sides were put through their paces as Lord Alan Sugar scrutinised every detail.
The episode saw the candidates listen back to their completed radio jingles and watch their TV adverts, which raised more than a few eyebrows, before moving on to the most important stage of the task – sales.
The celebrities were first tasked with calling in favours from their own contacts to help promote their biscuits. They then pitched directly to major retailers including Tesco, Amazon, Boots, Ocado and ASDA.
Matt, better known to Gladiators fans as Legend, enlisted help from his Gladiators mates to boost Gary the Penguin’s pitch. While Rylan Clark was also persuaded to lend his support.
Rob’s team pulled out some big-name backing of their own. Video messages from Benedict Cumberbatch, Piers Morgan and Robbie Williams enthusiastically praising Jolly McTrouble.
With pitches complete, both teams worked the room to secure orders from as many retailers as possible. Rob’s approach caught the attention of Baroness Karren Brady as he pushed hard for sales, even referencing his late grandmother during one conversation.
Meanwhile, Thomas Skinner proved his Apprentice credentials by securing a string of strong orders for Gary the Penguin.
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