Gary the Penguin Biscuit: Where to Buy, Flavour & Controversy

A gingerbread penguin biscuit born on a reality TV challenge is now on sale at Tesco, but its launch runs alongside a separate controversy that stripped a beloved British brand’s bars of the right to be called chocolate. Here’s everything you need to know about Gary the Penguin, from flavour and availability to the wider chocolate-label debate.

Product: Gary the Penguin Gingerbread Biscuit ·
Charity: 10% of sale price to BBC Children in Need ·
Availability: Tesco, Ocado, Amazon Fresh ·
Distinctive Flavour: Bubblegum undertones (consumer reviews)

Six key facts at a glance — from charity contribution to legal context:

Can You Buy Gary the Penguin Biscuits?

Yes — Gary the Penguin is currently available at major UK supermarkets. The key outlets are Tesco, Ocado, and Amazon Fresh, though stock levels vary. The biscuit was created for The Celebrity Apprentice Christmas special in December 2024 and went on sale shortly after.

Where to Buy Gary the Penguin Biscuit

• Tesco: Available in-store and online at Tesco Groceries (check local availability)
• Ocado: Listed on Ocado — often included in promotional banners
• Amazon Fresh: Previously listed but currently showing as unavailable (as of early 2025)

The charity tie-in means each purchase supports BBC Children in Need — 10% of the sale price is donated.

How to Buy The Celebrity Apprentice’s Biscuits

To purchase, simply search for “Gary the Penguin” on the retailer’s website or app. Because the product is linked to a limited-time TV promotion, it may not be restocked indefinitely. Some shoppers have reported that Amazon Fresh stock dried up within weeks. If you can’t find it online, try larger Tesco stores or Ocado’s weekly delivery slots.

What Flavour Is Gary the Penguin Biscuit?

The official description calls Gary “a gingerbread biscuit decorated with icing.” But early tasters have noted an unusual twist: a bubblegum-like aftertaste. On Reddit’s r/apprenticeuk, one buyer wrote, “It smells like gingerbread but tastes almost like bubblegum — weird but oddly moreish.”

Consumer Reviews Describe Bubblegum Undertones

• Reddit user on r/apprenticeuk: “Bubblegum flavour really comes through after the gingerbread fades.” (Reddit review)
• Ocado Instagram post called it “a festive twist on gingerbread with a sweet surprise.” (Ocado Instagram)
• Some shoppers compare it to the faint minty-bubblegum note found in certain American cookies.

Official Description: Icing Decorated Gingerbread Biscuit

Pladis (owner of McVitie’s) does not produce Gary — it’s a standalone product from the Apprentice team. The biscuit itself is a soft gingerbread base with a white icing penguin face, typical of Christmas novelty items. No artificial bubblegum flavouring is listed, so the taste may come from the icing recipe.

The implication: if you’re expecting a standard gingerbread, you may be surprised. The bubblegum note divides opinion — some find it fun, others odd. It’s not a mistake; it’s a deliberate (if unusual) twist.

How Does Gary Compare to Other Biscuits?

Two comparisons matter: the rivalry with Jolly (the competitor biscuit on the show) and the broader comparison with Penguin-branded bars, which have been at the centre of a chocolate-label controversy.

Gary vs. Jolly: Celebrity Apprentice Biscuit Face-Off

Jolly was the competing product from another candidate’s team. Which sold more? The show’s finale sparked outrage when team Gary lost despite strong sales — but final figures were not disclosed.

The pattern: the sales data gap leaves viewers unable to reconcile TV drama with actual market performance.

Gary vs. Tim Tam: UK’s Rival Can No Longer Be Called Chocolate

While Gary is a gingerbread biscuit, the Penguin brand (McVitie’s) has faced a separate identity crisis. In 2023, UK regulations forced Pladis to stop describing Penguin and Club bars as ‘chocolate’ because their cocoa content fell too low to meet legal thresholds. The Independent (UK broadsheet) reported that the bars now use a “chocolate flavour coating” instead of chocolate. Pladis blamed rising cocoa prices for the recipe change (ITV News).

What Happened to the Penguin Biscuit?

The Penguin biscuit — distinct from Gary — has been a British lunchbox staple since the 1930s. But in 2025, news broke that McVitie’s owner Pladis had quietly changed the recipe, leading to a fierce debate about labeling.

The Chocolate Labeling Controversy

UK law requires any product labelled ‘chocolate’ to contain a minimum amount of cocoa solids and cocoa butter. After Pladis increased palm oil and shea oil contents while reducing cocoa mass, some Penguin and Club bars fell below the threshold. The Independent (UK national newspaper) confirmed that the bars are now described as “chocolate flavour” rather than “chocolate”.

The change affected the iconic Club slogan “If you like a lot of chocolate on your biscuit, join our Club” — which was retired and replaced with “If you like a lot of biscuit in your break, join our Club.”

Impact on Penguin and Club Bars

Consumer backlash was swift. Online forums filled with jokes about “deception” and “shrinkflation”. Even Gary the Penguin, which is not part of the McVitie’s line, got dragged into conversations about biscuit integrity — though Gary’s gingerbread base means its own chocolate content is irrelevant.

The real consequence: shoppers now check labels more carefully, and the distinction between “chocolate” and “chocolate flavour” has entered everyday buying decisions.

How Many Gary the Penguin Biscuits Were Sold?

Exact sales numbers for Gary remain undisclosed. However, the Celebrity Apprentice finale attracted millions of viewers, and the product sold out at several Tesco stores within days of launch. The BBC Children in Need partnership means even modest sales generate significant donations — for every 10,000 packs sold, approximately £2,000 is raised.

Celebrity Apprentice Finale Outrage

The show’s final episode saw Team Jolly declared the winner despite Team Gary reportedly having higher sales. Viewers took to social media to express anger, with some calling the result “fixed”. The BBC has not commented on the discrepancy.

Sales Figures and Charity Impact

Without official numbers, estimates vary. A Reddit user calculated that if 50,000 packs were sold, the charity donation would be around £10,000 — a meaningful sum for Children in Need. The true impact may be larger if the product runs through spring 2025.

Timeline: From TV Challenge to Legal Flashpoint

Clarity: What We Know and What’s Still Murky

Quotes from the Conversation

“It smells like gingerbread but tastes almost like bubblegum — weird but oddly moreish.”

— Reddit user on r/apprenticeuk

“A festive twist on gingerbread with a sweet surprise.”

— Ocado Instagram promotional post

“Pladis said sensory testing with consumers showed the new coatings deliver the same taste as the originals.”

— The Independent report on Penguin reformulation

Summary

Gary the Penguin is more than a TV novelty — it sits at the intersection of charity marketing, consumer trust, and a wider regulatory shift in how Britain labels its favourite snacks. For UK shoppers, the takeaway is practical: know what you’re buying, check the ingredients, and don’t assume a penguin on the package means chocolate. The BBC and The Apprentice face pressure to provide clearer sales disclosure for future charity products, or risk the same backlash that clouded Gary’s finale.

Frequently Asked Questions