I’m A Celebrity Get Me Out Of Here, the reality TV show sometimes referred to as “I’m Not a Celebrity Get Me In Here,” such are the untold opportunities that greet the show’s participants, returned to UK screens this week. With it comes a celebratory doughnut from new Australian brand Doughnut Time to mark the occasion. The bake — called The Bushtucker — is decorated with pickled, salted insects.
The specific element of the show which has inspired this bitter sweet creation is, of course, the ‘bushtucker trials,’ where contestants are required to participate in an endurance test of sorts — one in which they’re challenged to eat a variety of insects and other creatures whose habitat is the same jungle invaded by celebrities and an ITV film crew.
Doughnut Time say they will be selling the UK’s first doughnut “loaded with creepy crawlers.” But presumably they actually want to shift a few, so the bake itself is a milk chocolate-glazed ring, dusted not just with salt-and-vinegar flavoured crickets, but a smattering of Oreo crumb, Shredded Wheat cereal and raspberry jam, too. The creators described the taste as “sweet and tangy with a serious crunch.”
And with it comes a challenge: Anyone who eats the doughnut in-store will — wait for it — walk away with their very own gold star, like the ones that are awarded to contestants on the show! The gold star will also entitle the “champion” to a(nother) free doughnut, redeemable until the limited edition bake expires at the end of this week.
Laura Loubet, Marketing Director for Doughnut Time commented on the creation, stating: “Are you and your friends fans of I’m A Celeb and their tricky Bushtucker Trials? If so, this is the perfect way to see if you could hack a real life trial down under in the jungle!”
‘The Bushtucker’ will be available for £4.50 from now until Friday 24 November at the brand’s Shaftesbury Avenue store in Soho, while stocks last.