Burton’s Foods has teamed up with Granada Ventures for the launch of Bushtucker, creepy crawlies made from jelly with a liquid centre and featuring the shapes of Grasshopper, Cockroach, Millipede and Witchety Grub. The launch is timed to coincide with the next series of ‘I’m a celebrity… Get Me Out Of Here!’ which will be widely trailed on all ITV channels. More than 11 million viewers saw the last series in January 2004.

The individually shrink-wrapped, counter display units will contain 24 x 40g packs.

Brand manager Hayley Elliott said: “There is no doubt about the pulling power of ‘I’m A Celebrity … Get Me Out of Here!’ It has huge appeal and we’re confident this association will tempt people to buy Bushtucker.”

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