The Apprentice, 4 April 2024, BBC One, Season 18 Episode 10

The Apprentice Series 18 BBC One

In this episode of The Apprentice, airing at 9.00pm on Thursday night, Lord Sugar challenges the candidates to create a new vegan alternative to cheese and pitch their product to major retailers. With the task focusing on a popular market trend, the candidates will need to demonstrate their innovation and business acumen to impress Lord Sugar and avoid hearing those dreaded words, “You’re fired!”

The teams face difficulties in the kitchen, with one team’s curry creation causing chaos, while the other team struggles with a premium product that fails to deliver. As the pressure mounts, the candidates responsible for branding lock horns, each hoping to be the “big cheese.” Backed by their trusted advisors, Baroness Karren Brady and Tim Campbell MBE, Lord Sugar will decide which candidate is left feeling “cheesed off” and will be sent home.

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The Apprentice has become a staple of British television, known for its cut-throat competition and boardroom battles. The candidates are put through a series of rigorous business-themed tasks, testing their salesmanship, negotiation skills, leadership, and strategy. Each episode, the candidates strive to impress Lord Sugar and avoid elimination, with the ultimate goal of securing his investment and mentorship.

This series, the candidates have faced a range of challenging tasks, from creating virtual escape rooms and children’s cereal to the classic discount buying challenge in Jersey. The Apprentice continues to attract a wide audience, particularly those aged 16-34, who tune in to witness the highs and lows of the candidates’ entrepreneurial journeys.

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With tensions running high and the competition intensifying, the candidates must bring their A-game to avoid becoming another casualty of Lord Sugar’s boardroom.

The Apprentice Season 18 Episode 10 airs on BBC One at 9.00 pm on Thursday 4 April 2024.

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Isabelle aka Izzy Jacobs is the UK previews specialist at Isabelle is particularly drawn to crime dramas, but she also has a not so secret love for all things reality TV. In addition to her work at, Isabelle is also an avid traveler and a devoted foodie.