The internet let JB Gill’s Celebrity Apprentice team know exactly what Gary the Penguin gingerbread biscuit actually tasted like — and yet it sold 452,000 units. Despite universal scathing reviews calling it a “monstrosity,” the penguin-shaped biscuit became the unlikely charity hit of the season.
Weight: 66g · Price at Tesco: £1.70 · Availability: Out of stock · Charity: Children in Need · Origin: Celebrity Apprentice Christmas Specials
Quick snapshot
- Gingerbread biscuit flavoured with bubblegum, lemon, and white pepper (TV Guide UK)
- 452,000 units sold to retailers including Tesco, ASDA, and Ocado (TV Guide UK)
- 100% of sale price goes to BBC Children in Need (TV Guide UK)
- Exact total donation amount raised
- Whether retailers will restock in 2026
- Precise air date of the Celebrity Apprentice episode
- Biscuits launched November 14, 2025 (Evrimagaci)
- Celebrity Apprentice finale aired late 2025 (Evrimagaci)
- Sold out at major retailers shortly after launch (Evrimagaci)
- Secondary market prices on Amazon from £0.50 (The Independent)
- No confirmed restock plans announced (The Independent)
- Charity impact reports pending from BBC Children in Need (The Independent)
| Label | Value |
|---|---|
| Product Name | Gary the Penguin Gingerbread Biscuit |
| Weight | 66g |
| Price | £1.70 |
| Retailer | Tesco, Amazon |
| Event | Celebrity Apprentice Christmas Specials |
| Status | Out of stock |
Can you buy Gary the Penguin biscuits?
Short answer: not from most retailers right now. Tesco — the primary stockist — lists the CHILDREN IN NEED Gary the Penguin Gingerbread Biscuit 66g as currently out of stock on its product page, with a 1-star rating from a single customer review calling it “Horrible, tasted…” (Tesco). ASDA and Ocado similarly show sold-out status across their platforms.
Current availability at retailers
The biscuit launched at major UK supermarkets on November 14, 2025, according to retail listing trackers (Evrimagaci). Within weeks, stock evaporated. Secondary marketplaces tell a different story — Amazon.co.uk listings show the biscuits available from third-party sellers starting around £0.50 per unit, well below the original retail price.
- Tesco: Out of stock (official product page)
- ASDA: Sold out
- Ocado: Sold out
- Amazon: Third-party sellers from £0.50 (The Independent)
- Debenhams, Boohoo: Previously stocked, status unclear
Stock status updates
No major retailer has publicly announced restock plans. The charity-driven release model — where all proceeds go to Children in Need — means supply was likely capped at an initial production run. For now, the secondary market is your best bet if you’re determined to try one.
BBC Children in Need typically publishes annual impact reports. When the 2025 figures come out, they’ll likely reveal the total raised — and give a clearer picture of whether demand actually outstripped supply or if retailers simply underestimated novelty interest.
Where can I buy Gary the Penguin biscuits?
Beyond the big four supermarkets, Gary the Penguin has appeared on niche food and lifestyle retailers. The biscuits sold at Amazon, Ocado, Debenhams, Boohoo, and Lola’s during the initial run (The Independent), though most are now showing as unavailable.
Tesco listing details
Tesco’s product page remains the most reliable official source. The listing shows the biscuit at £1.70 for a 66g pack, with the product flagged as out of stock. Price-comparison aggregators like Trolley.co.uk confirm the £1.70 Tesco price point (Trolley.co.uk).
Amazon options
Amazon.co.uk has the widest residual availability. Third-party sellers offer individual units starting around £0.50 — a significant markdown from retail. However, prices fluctuate based on seller stock and demand. The The Independent noted availability from Amazon Fresh and marketplace sellers.
Other retailers
Debenhams and Boohoo carried the biscuits during the launch window. Whether they return for future Celebrity Apprentice specials remains speculation at this stage. There’s no word yet on whether JB Gill’s team or BBC Children in Need plan a 2026 edition.
Did Gary the Penguin sell well?
By the numbers, yes — JB Gill’s team moved 452,000 units to retailers including Tesco, ASDA, and Ocado (TV Guide UK). That’s more than enough to declare victory on the sales floor. The problem? Nobody seemed to enjoy eating them.
Sales performance reports
JB Gill’s team won the Celebrity Apprentice 2025 challenge with Gary the Penguin despite the taste backlash (Entertainment Daily). They outsold the rival Jolly McTrouble team despite widespread public derision — a peculiar case of commercial success divorced from customer satisfaction.
The team was led by JB Gill as project manager, with Sarah Hadland, Angela Scanlon, Matt Morsia, Shazia Mirza, and Thomas Skinner rounding out the roster (TV Guide UK).
Finale outrage context
The Celebrity Apprentice finale aired in late 2025, sparking immediate backlash when viewers learned Gary the Penguin had won. The biscuits sold out fast — possibly driven by curiosity and novelty rather than repeat purchases. Rob Rinder’s rival team, with AJ Odudu, Charlie Hedges, Eddie Kadi, Jake Wood, and Kadeena Cox, produced the better-reviewed Jolly McTrouble biscuit but lost on sales (The Independent).
Gary the Penguin outsold its rival despite being described as a “monstrosity” by critics — a textbook case of marketing muscle and celebrity pull overriding actual product quality in the charity-shopping context.
What are reviews of Gary the Penguin biscuit?
The reviews are brutal. Tesco’s lone product rating gives Gary the Penguin 1 out of 5 stars, with descriptors like “cute but revolting,” “horrible,” “disgusting,” and one particularly vivid take: “fiery and tasted like Palmer violets mixed with spice and fake fruit. Nasty.” (Evrimagaci)
Reddit user feedback
Social media and forum discussions amplify the negative consensus. One widely shared Reddit comment captured the prevailing view: “Gary tastes perfectly fine but the spice is stronger than ginger” — a backhanded compliment at best. The biscuit’s white pepper content clearly caught many buyers off guard.
Media critiques
The Independent described Gary the Penguin as a “monstrosity” in its comparative review (The Independent). Entertainment Daily noted the stark contrast with Jolly McTrouble’s “overwhelmingly positive customer reviews” (Entertainment Daily). TV Guide UK compiled the scathing consensus from multiple outlets.
Taste descriptions
The flavour profile — bubblegum, lemon, and white pepper — proved polarising. Unlike a traditional gingerbread, the addition of white pepper created a spicy bite that many buyers found overwhelming. Jolly McTrouble, by contrast, used toffee, vanilla, and Christmas pudding icing — flavours that aligned with festive expectations (The Independent).
The white pepper decision was likely made to differentiate Gary from typical Christmas biscuits — but differentiation at the cost of mass appeal is a risky move when you’re selling a charity product that relies on broad consumer sympathy.
What is the story of Gary the Penguin biscuit?
The biscuit originated from a Celebrity Apprentice Christmas special in late 2025, produced as a charity fundraiser for BBC Children in Need. JB Gill’s team conceived the penguin-shaped gingerbread as a playful nod to the show’s mascot, with an accompanying TV advert starring Shazia Mirza as a Scrooge-like character and Thomas Skinner as the penguin, backed by the catchy jingle “Gary the Penguin, doo-doo-doo-doo” (Evrimagaci).
Celebrity Apprentice origin
The Celebrity Apprentice 2025 Christmas specials tasked two celebrity teams with designing, producing, and selling their own biscuits, with all proceeds going to Children in Need (YouTube). Lord Alan Sugar presided over the challenge, with the winning team determined by total units sold to retailers.
Children in Need tie-in
Every penny — or at least the full sale price — from Gary the Penguin goes to BBC Children in Need (TV Guide UK). Some reports initially cited 10% of sales, but multiple sources, including TV Guide UK and The Independent, confirm 100% of the retail price. At 452,000 units sold, that’s a substantial donation — though the exact figure depends on final reconciliation.
Rival biscuit context
Rob Rinder’s team created Jolly McTrouble: a gingerbread biscuit shaped like Santa’s mischievous brother, with vanilla and Christmas pudding-flavoured icing (The Independent). Jolly McTrouble won the taste test hands-down but lost on sales volume. The two biscuits launched at the same £1.70 price point at Tesco.
| Specification | Gary the Penguin | Jolly McTrouble |
|---|---|---|
| Shape | Penguin | Santa’s mischievous brother |
| Base flavour | Gingerbread (bubblegum, lemon, white pepper) | Gingerbread (toffee, vanilla) |
| Icing flavour | Not specified | Christmas pudding icing |
| Weight | 66g | Not specified |
| Price at launch | £1.70 | £1.70 |
| Units sold | 452,000 | Not disclosed |
| Customer reception | Scathing (1-star reviews) | Overwhelmingly positive |
| Project manager | JB Gill | Rob Rinder |
The comparison reveals the core irony: Gary’s sales dominance came despite universally negative taste reviews, while Jolly McTrouble’s superior flavour couldn’t overcome its rival’s celebrity marketing advantage.
Upsides
- 452,000 units sold — strong charity impact
- 100% of sale price goes to Children in Need
- Novelty and celebrity association drove impulse purchases
- Sold out quickly, indicating genuine demand
- Created memorable TV moment and jingle
Downsides
- Taste universally panned by consumers
- White pepper flavour alienates mainstream buyers
- No confirmed restock or 2026 plans
- Secondary market markdown undercuts charity perception
- Quality-control gap between sales volume and satisfaction
Timeline
| Date | Event |
|---|---|
| November 14, 2025 | Biscuits go on sale at Tesco, ASDA, Ocado, Amazon, and other retailers |
| Late 2025 | Celebrity Apprentice Christmas specials air — Gary the Penguin wins challenge |
| Post-launch | Customer reviews pile up: 1-star ratings, “monstrosity” media coverage |
| Post-launch | Gary the Penguin sells out at major retailers |
| Post-finale | Secondary market listings appear on Amazon from £0.50 |
| Pending | BBC Children in Need impact report to confirm total raised |
What checks out
- Gary the Penguin is gingerbread with bubblegum, lemon, and white pepper flavours
- Tesco listed it at £1.70 for 66g, now out of stock
- JB Gill led the winning team
- 452,000 units sold to retailers
- 100% of sale price goes to Children in Need
What remains unclear
- Exact total donation figure raised
- Whether retailers will restock or relaunch in 2026
- Precise air date of the finale episode
- Jolly McTrouble’s exact sales numbers for comparison
- Full production quantities versus units sold
What people are saying
“If I could give no stars I would. It was fiery and tasted like Palmer violets mixed with spice and fake fruit. Nasty.”
— Tesco shopper, via Evrimagaci consumer review
“Gary tastes perfectly fine but the spice is stronger than ginger.”
— Reddit user, via Evrimagaci social media roundup
“really, really tasty.”
— Shopper review of Jolly McTrouble, via Evrimagaci consumer review
The pattern across reviews is stark: Jolly McTrouble delighted taste buds while Gary the Penguin confounded them. Yet the sales numbers tell a completely different story — JB Gill’s team converted celebrity exposure into purchases that Jolly McTrouble couldn’t match.
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Frequently asked questions
Do Penguin biscuits still exist?
Regular Penguin biscuits (the chocolate-covered cream biscuit) remain widely available at UK retailers. Gary the Penguin is unrelated — it’s a charity-specific product from the Celebrity Apprentice, not a variant of the classic brand.
What is the most sold biscuit in the world?
Globally, Oreo holds the title of top-selling biscuit brand. In the UK context, Penguin (the chocolate biscuit) has historically been a strong seller, but Gary the Penguin’s 452,000-unit run is a significant charity-sales achievement for a single-product launch.
Is Gary the Penguin related to regular Penguin biscuits?
No. Gary the Penguin is a Celebrity Apprentice creation for BBC Children in Need. It shares a penguin name with the classic Penguin biscuit brand, but there’s no product relationship or shared manufacturer.
How much is Gary the Penguin biscuit?
Tesco listed it at £1.70 for a 66g pack. Price-comparison sites showed the same price point across retailers. Secondary-market sellers on Amazon list individual units from around £0.50.
Why was there outrage over Gary the Penguin?
The Celebrity Apprentice finale sparked viewer anger because Jolly McTrouble — the better-tasting biscuit crafted by Rob Rinder’s team — lost on sales despite superior reviews. Many felt the taste-averse Gary the Penguin only won due to celebrity marketing muscle.
Can I make Gary the Penguin biscuit at home?
Yes — the biscuit is essentially gingerbread with an unusual flavour profile (bubblegum, lemon, white pepper). Home bakers could adapt a gingerbread recipe by adding white pepper for that characteristic fiery kick. The penguin shape requires cookie cutters.
What charity does Gary the Penguin support?
BBC Children in Need. The entire sale price — 100% — goes to the charity, according to product listings and show coverage.
Freddie Harry Cooper Bennett is a staff writer for DailyPressUK.co.uk, covering UK news, politics, business and culture. He works under Editor-in-Chief Jonathan Whitmore and UK Managing Editor Eleanor Grant, following the newsroom standards for sourcing, verification and fact-checking set out in our editorial policies.