Skullduggery and deception have been right at the heart of the hit BBC screen screen Traitors, which has proved a global sensation – and now even extends into the world of confectionery, reports Neill Barston.

The Claudia Winkleman hosted show, has spawned its own celebrity version in the UK, which returns this autumn, but it comes as little surprise that the food sector is now getting its own slice of the action.

In response, British confectionery distributor World of Sweets has gained an officially licenced range of sweets and chocolate, which has a playful interactive twist in devising a game element to decide whether the owner of the treats is indeed faithful or a traitor. 

The latest BBC series of celebrity Traitors is shortly to hit our screens, featuring Jerry Hall, former partner of Mick Jagger, actors Michael Sheen, Ross Kemp and Richard E. Grant, singer songwriter James Blunt, broadcaster Maya Jama, and screen comedy star Miranda Hart.

As previously reported, the emergence of the range comes amid growing recognition from manufacturers of the value for merchandise linked to popular screen series, celebrities, and sports stars, with businesses increasingly keen to tie-up deals related to screen hits.

The BAFTA-award winning show’s confectionery spin off features fruit-flavoured chewy sweets with deceptive centres, to jelly bean games made for playful sharing, plus milk chocolate lines and shields that make brilliant impulse buys, there are tempting options for sweet lovers, chocolate fans and loyal Traitors viewers alike.

As the World of Sweets noted, the range offers distinctive shelf presence and instant recognition from shoppers, and includes a mix of shareable bags, interactive games, and individually wrapped chocolate lines.

The full series includes: The Traitors Chew Bag 120g, consisting of Fruit-flavoured chewy sweets with a liquid centre Sweet gel or sour sherbet centres—deception never tasted so sweet. 

In addition, the Traitors Jelly Bean Spinner game 100g, inspired by the hit TV series, featuring Six colours, 12 deceptive flavours, as well as a further Traitors Milk Chocolate Coins available in 72g portions in five distinctive designs. 

For the ultimate must-have against the prospect of being despatched in-game, the series also includes a  Traitors Milk Chocolate Shield 26g. This special branded ribbon coin, is foil-wrapped, and completes the series, which is targeting the autumn and winter gifting market.