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'Survivor' brand gone wild!

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Jeffprobst_lVariety reports that CBS is “moving its Survivor brand into the world of health and fitness” by producing Survivor Supercharged Sunflower Seeds (in stores this March, with 100 percent of the daily recommended dose of vitamins B and C) and the Survivor Fitness Program, which launches this spring in Chicago and apparently incorporates show-like physical challenges. Huh? As EW’s Kristen Baldwin asks, “How is Survivor related to fitness? Those people starve and come out emaciated!” (I’m sure CBS prefers to think of that as pushing oneself to one’s limit.)

According to the article, more Survivor-branded merch is expected soon, like camping gear, which actually makes some sense. But a proposed Survivor corporate team-building program? Um, isn’t the whole point of the show that you outwit, outlast, and outplay the people you’re stuck with? (If you forget how it’s done, watch host Jeff Probst, pictured, vote EW’s own Dalton Ross off the island here.)

addCredit(“Jeff Probst: Monty Brinton”)