Sunday 17 December 2017

The Apprentice: Lord Sugar gives contestants affordable luxury challenge

Adam tasting jelly during the latest task for The Apprentice. Photo: PA
Adam tasting jelly during the latest task for The Apprentice. Photo: PA

Robert Dex

THE hard-headed business brains in The Apprentice turn to jelly tonight when Lord Sugar challenges them to create a range of "affordable luxury" products.

The teams are tasked with turning a profit in the final episode before the final and Lord Sugar tells them: "We are in recessionary times at the moment but there's still a great market for luxury products, the key is they have to be affordable luxury products.

"Your task this week is to create an affordable luxury product range and then you'll be presenting to industry experts - and here's the bad news - and me, what your business model is all about."

Market trader Adam Corbally is put in charge of Team Phoenix and decides to try and sell luxury chocolate.

But a visit to a high end chocolatier ends with the 32-year-old from Derbyshire and his sidekick Nick Holzherr failing to impress Karren Brady who thinks they have missed "a wonderful opportunity".

She says: "What have they spent their time doing here? Eating chocolate. They failed to grasp the opportunity."

Corbally then decides to try and cash in on the popularity of high-quality jellies, telling the rest of his team: "I really want to go for the jellies... jellies are the new big thing, it's going to be big".

Team Sterling, made up of Ricky Martin and Tom Gearing, decide to try and sell male grooming products but fail to impress Nick Hewer with their boring branding.

He says: "Ricky and Tom, where they are very strong is on the analytical side, the business side. But when it comes to being creative, I think that they really are pedestrian."

Both teams know winning this episode guarantees a place in the final and nerves start to show before their pitch to an audience including Lord Sugar.

Team Sterling are rehearsing up to the last minute backstage, but Corbally admits its "every man for himself" on his team.

He says: "Its written all over everyone's face, everyone's here for themselves now."

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