ITV have turned to TikTok to find inspiration for new Bushtucker trials in a bid to attract younger viewers to I’m A Celeb.
They have copied a trend which went viral which sees people filming themselves attempting to eat Surströmming – tinned Baltic herring – a Swedish cuisine that dates back to 16th century and then posting their videos on the social media platform.
So pungent is the smell, likened to ‘rotting flesh’, the food is almost impossible to eat and videos of grown men retching while just opening a tin were shared by millions of times on TikTok with thousands of people attempting the challenge.
And ITV have now adopted the last year’s recognisable TikTok trend as their own, branding it ‘our newest and smelliest trial yet,’ as they drum up interest in the younger generation for the upcoming series which airs this Sunday.
Millions took part in the challenge last year – mostly those in the 16-24 category which is the age group that ITV are keen to lure in to watch their programmes because it attracts lucrative advertising for the channel.
ITV have turned to TikTok to find inspiration for new Bushtucker trials in a bid to attract younger viewers to I’m A Celeb (hosts L-R Ant & Dec pictured)
They have copied a trend which went viral which sees people filming themselves attempting to eat Surströmming – tinned Baltic herring – a Swedish cuisine that dates back to 16th century and then posting their videos (one social media user attempting the challenge)
ITV’s move comes as the 24-year-old YouTube sensation, Nella Rose, was signed up to compete this year. While she is relatively unknown outside the social media world, she has millions of followers across social media platforms TikTok and Instagram.
Meanwhile, this year’s series is to be the most dangerous ever. Snakes have infested the camp close to where the celebrities will sleep with 15 of the potentially highly dangerous creatures having to be removed from the camp in the past few weeks.
Jeremy Douglas, the Health and Safety officer warned: ‘We have had a lot of snakes on site this year. You have small brown eyed snakes and tree snakes predominantly.’
Reptiles feature heavily in the trials under control environments but the infamous eating trial – where celebrities consume the likes of pig testicles and deer blood – will become more daring this year.
Stars will have to eat more than one disgusting dish on the menu if they wish to win awards and they will also be blindfolded and put in the back of a white van with blacked out windows after which they are driven to unknown locations for their trials.
In a further change, there will be an area for contestants vent their feelings about their co-stars which will only be seen by viewers.
Confirmed to enter the Jungle this Saturday, some via skydive, include the likes of the controversial former Brexit leader Nigel Farage, This Morning’s Josie Gibson, JLS band member Marvin Humes, Made in Chelsea’s Sam Thompson and Britney Spear’s younger sister Jamie Lynn.
Jockey Frankie Dettori is expected to join at a later date.
And ITV have now adopted the last year’s recognisable TikTok trend as their own, branding it ‘our newest and smelliest trial yet,’ as they drum up interest in the younger generation for the upcoming series which airs this Sunday (Owen Warner pictured during last year’s food trial)
ITV’s move comes as the 24-year-old YouTube sensation, Nella Rose (pictured) was signed up to compete this year. While she is relatively unknown outside the social media world, she has millions of followers across social media platforms TikTok and Instagram.
It comes after fans of the show threatened to boycott the new series over their ‘tone-deaf’ decision to let Nigel Farage enter the jungle.
The former UKIP and Brexit party leader, 59, is taking part in this year’s series, set to launch on Sunday night, and is believed to be earning a bumper £1.5million for his appearance.
The signing of the GB News star has proved controversial as Nigel is a famously divisive figure, who is known for his right-wing views on immigration and gender pay gaps.
Some fans are less than happy with Farage taking part, with nearly 10,000 people using the hashtag ‘Boycott I’m A Celeb’ in the past 24 hours.
Taking to X, social media users plead their case as to why they were taking action against the show.
One user wrote: ‘ITV notoriously choose the most heinous politicians. They secure these guests by promising to show ‘another side’ to them.
It comes after fans of the show threatened to boycott the new series over their ‘tone-deaf’ decision to let Nigel Farage enter the jungle.
Fans are less than happy with Farage taking part, with nearly 10,000 people using the hashtag ‘Boycott I’m A Celeb’ in the past 24 hours
‘There are no other sides to sc**bags like Matt Hancock & Nigel Farage & attempts to rehabilitate them for the nation is propaganda. #BoycottImACeleb’.
‘Hancock was bad enough but I can’t even look at Farage. Do itv realise how many viewers they will lose with this decision? #BoycottImACeleb’, a second wrote.
A third user added: @ITV @antanddec @DecsMcpartlin I boycotted @imacelebrity when you put @MattHancock on your show. Now the odious @Nigel_Farage.
‘I’m livid that you give these people a voice, a platform and way to be seen. I can’t, I’m livid spitting feathers. #BoycottITV #Boycottimaceleb’.
A fourth expressed: ‘I wrote to @itv to complain about Farage going on #BoycottImACeleb . Have received a really pathetic, standard response from their team.
‘Please continue to email them. They need to understand quite how many people are totally p*ssed off with them.’
ITV has been contacted for comment.