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CBS expanding 'Survivor' brand with sunflower seeds, fitness program


By Christopher Rocchio, 02/07/2008 

After fifteen seasons, the Survivor brand is apparently expanding beyond things like tribal buffs, T-shirts, hats, and board games.

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CBS Consumer Products has signed at least two new licensing agreements for the Survivor brand that will move the long-running reality show into the realm of health and fitness -- with the potential for "many more" product opportunities, Daily Variety reported Wednesday.

Survivor Supercharged Sunflower Seeds are scheduled to hit the shelves in March and the Survivor Fitness Program will launch later this spring in Chicago, according to Variety.

"Survivor is part of the lexicon now here in the United States," CBS Consumer Products executive Liz Kalodner told Variety. "We can translate it into any product or experience that is about challenging one's self, or the ultimate outdoor experience. Both of these new launches play into that."

Full Charge Energy Foods concocted the vitamin-infused sunflower seeds, which will be supercharged with 100% of the daily recommended portion of vitamins B and C, according to Variety.  The Survivor Fitness Program was created by Fitness Team One and will reportedly utilize "Survivor-style game elements and physical challenges" to help participants live a healthier lifestyle.

Kalodner told Variety she's also finalizing deals that will create Survivor-themed outdoor adventure programs and corporate team-building/leadership development plans.

In addition, Survivor camping gear, active-wear clothing and more energy-based food products could be on the horizon, Variety reported.

"We've got a lot of irons in the fire," Kalodner told Variety. "You'll see a lot more along the way."

Survivor: Micronesia -- Fans vs. Favorites, the sixteenth edition of the show, will premiere Thursday, February 7 at 8PM ET/PT on CBS.

(Photo credit CBS)


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