Channel 4 show plots food brand launch

Celador International is planning to extend its new Channel 4 television series You are What You Eat off-air and into a food and dietary supplements range.

The move comes as Fremantle Media is licensing rights for its Channel 4 TV series How Clean is Your House? and is looking at creating a range of eco-friendly cleaning products that could include gloves, wet-wipes and liquids. Granada Ventures is also considering extending the ITV1 show Ant & Dec’s Saturday Night Takeaway into fruit machines.

Celador has already licensed the book rights for You are What You Eat to Penguin, which is publishing a paperback accompaniment to the eight-part series that starts on June 17. Celador also has plans for a telephony service that tells users the number of calories of a particular product or meal.

Celador International head of marketing and consumer products licensing Michael Seres says: “You are What You Eat lends itself perfectly to a number of off-air standalone products and we are actively seeking to partner a number of licensees and retailers to develop these alongside the series.”

Fronted by nutritionist Dr Gillian McKeith, the series will take a look at the effect of a poor diet by studying the eating habits and lifestyle of overweight volunteers. You are What You Eat is created by Celador Productions, makers of Who Wants to be a Millionaire? It has already been licensed to Nine Network in Australia.

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