Kadeena Cox has lifted the lid on behind-the-scenes “backstabbing” during the BBC’s Celebrity Apprentice Christmas specials, admitting the festive charity spin-off became far more “intense” than she expected.
The 33-year-old Paralympic champion said the two-part programme, filmed in Lapland and made in aid of BBC Children in Need, saw the celebrity candidates thrown into a high-pressure scramble to create and sell their own gingerbread biscuits, complete with branding, an advert and even a jingle.
And while Ms Cox insisted the experience was “super fun”, she revealed the boardroom dynamic quickly brought out competitive instincts.
“It’s so funny, I thought everyone was being really nice and then all of a sudden I threw Eddie under the bus,” she said, recalling a moment when she blamed comedian Eddie Kadi for a kitchen mishap.
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Celebrity Apprentice 2025 cast
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“He looked at me like, ‘Kadeena!’ I said he didn’t really do anything but help me burn the biscuits and make me put in the wrong ingredients,” she added.
Ms Cox, who appears on the specials alongside TV presenter AJ Odudu, broadcaster Angela Scanlon, Radio 1 DJ Charlie Hedges, actor Jake Wood, singer and TV host JB Gill, Gladiators star Matt “Legend” Morsia, barrister and presenter Rob Rinder, actress Sarah Hadland, comedian Shazia Mirza and businessman Tom Skinner, said she also called out another teammate.
“I will say Jake didn’t do much apart from the advert, so I pointed that out! People thought I was an absolute angel until that moment,” she joked.
The celebrity candidates are split into two teams and sent to Lapland, billed as “the official home of Santa”, to develop rival gingerbread products that will be sold in shops this Christmas, with around a million biscuits expected to hit shelves.
Kadeena Cox insisted the experience was 'super fun'
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Lord Alan Sugar returns to oversee the chaos, joined by Baroness Karren Brady.
Tim Campbell is absent for this instalment, with Mike Soutar stepping in as Lord Sugar’s “eyes and ears”.
Ms Cox said she was drawn to the show partly because of its charity angle, and partly because she wanted the full Apprentice experience.
“Predominantly excited because it was for Children in Need… and honestly, a part of me just wanted to be fired by Lord Sugar. I wanted the finger pointed at me!” she told the BBC.
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Charlie Hedges, Eddie Kadi, Kadeena Cox on set of BBC Celebrity Apprentice
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However, she admitted the nerves were unlike anything she had experienced in sport.
“It’s a completely different type of nerves. Obviously in sport, I train every day of my life and I’m good at it. With this, I had no clue and wasn’t sure how it was going to go at all.”
Ms Cox also suggested strong personalities in the cast could have sparked friction, particularly off the back of project management decisions and the pressure of delivering a market-ready product.
“AJ was never my team leader, but I think she’s great, another northern girl. She has a big personality, and so does Rob, which could have caused a few clashes,” she said.
Despite the tension, Ms Cox said she left with new friendships – and even a new ambition.
“It was the most intense couple of days but super fun. I finally understood why people get so stressed on The Apprentice! But I would do it all again!” she said.
Kadeena Cox described filming the special as 'the most intense couple of days'
|BBC
Ms Cox added she was relieved the worst of the team’s early baking efforts won’t be seen on shelves.
“I’m relieved that Eddie’s and my first decoration attempt isn’t the one being sold off the shelves because that was horrendous,” she said, before teasing: “It’s inspired me to think about opening my own bakery and selling stuff online. I might get my baking hat on next year!”