Apprentice baby food fiasco: ‘Looks like we want to kill kids’


Somehow, The Apprentice contestants managed to turn baby food into an X-rated product, writes Corinne Mills

Akeem spotted the problem with the logo, but everyone ignored it (Picture: BBC)

Is it just me or does it seem a little creepy when the apprentice cameras film the girls in bed, in their jim-jams or less, without makeup, hair extensions lying on the bedroom carpet?

For a program that claims to be like a real business, it sounds a bit like Me-Too. “Oh yes you are a great candidate but can we also sneak into your room and see you undressed?”

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These girls aren’t chicks either. Harpreet Kaur as project manager has been fierce this week. Do exactly what I say otherwise.

“Carrots, carrots, carrots”

She had a vision – they all seem to suffer from it – of a pescatarian baby food that sounded downright disgusting – salmon and spinach curry.

Talking aggressively to herself as she piled the ingredients, “carrots, carrots, carrots”, she was determined to give “baby her first taste of curry”. Surprisingly, babies and punters loved it! It was a turning point for cookbooks.

Meanwhile, Brittany Carter and Kathryn Burn, who had enough confidence in their branding expertise, spent too much time trying to dominate each other and not enough time on the task at hand.

Their brand “Little Taste Adventures” depicted a globe in a frying pan, which is frankly horrifying, but perhaps it was Brittany’s eco-warrior subconscious that inadvertently resurfaced. The labeling looked like a blue band-aid. It was an unpleasant mess.

Stephanie Affleck had to use all of her awesome self-preservation skills to avoid being fired this week.

‘First Time F..Dies’

Stephanie and Akeem Bundu-Kamara designed their “First Time Foodies” brand with the “oo” being designed as small bowls. Corporate clients read it the way we could all see it, “First Time F..Dies.”

As Harpreet belatedly realized, “it looks like we want to kill children.” Not a compelling USP for baby food.

Steph tried to double down: don’t mention it, maybe no one will notice. They did it. “First Time F*** Dies is your logo?” inquired the corporate client.

(Picture: BBC)

Both teams managed to lose

Neither team won an order this week, so no one received the winners’ party gift, which would have been very disappointing for the poor company lined up to deliver it.

Harpreet was safe because in the debacle she at least developed a tasty product. But boys really didn’t stand a chance against girls in the boardroom, despite the fact that in real life most of us would probably be more comfortable working with or even buying something to Aaron Willis or Akeem.

Aaron had been manipulated by the girls into becoming a project manager and baby food project manager, solely on the basis that he had children – the fact that they were teenagers made no difference. Brittany couldn’t do it, she said, because she didn’t know anything about cooking, only macronutrients.

So poor old Aaron found himself trying to whip up a baby recipe he clearly had no idea about. Her Moroccan vegetarian dish with butternut squash, sweet potato, couscous, rice and lentils was a sticky, carb-heavy gloop that babies and adults alike immediately wanted to throw across the room.

Her only hope was that self-proclaimed brand gurus Kathryn and Brittany would save the day with an attractive design. They did not do it. It was a mess. Aaron was toast.

Did Akeem have more to offer?

Meanwhile, Akeem, a calmer presence, struggled at times to make an impact. He may have overstated the symbolism of his baby food poster – were they really reaching left as if longing for the pan-Asian continent or were they just after the bowl of food? – but his thoughtfulness was underestimated.

He was right about the food labeling (although Steph ignored him), he was resilient despite Harpreet’s irritation with him and it’s a shame he didn’t make it to the stage of l interview as he feels like on his own terms and in a different context, Akeem has a lot to offer.

(Picture: BBC)

The last four candidates are therefore all women. They deserve to be there, they are all very capable, confident and professional women. But with the interviews set for us next week, we’ll see if the clever self-promotion tactics that got them this far are backed up by their real-world experience, which is quite different from Lord Sugar’s apprentice realm. .

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