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Milk Bar is collaborating with Apple TV+'s (AAPL) hit show, "Ted Lasso," bringing customers the title character's special home-made biscuits — for free.
The show, centered around a quirky American-born coach tapped to lead a British soccer team, has captured the attention of viewers, and become the fledgling streaming service's prime jewel. Now, Apple is sweetening the deal by letting fans taste the show's famous confection, which Lasso brings to his boss every morning, in real life.
New-York based Milk Bar is offering the biscuits to help celebrate the breakout series season two finale, which airs Friday.
But there's a catch: The buttery, crumbly sweets will only be available on Postmates for delivery and pick up from Milk Bar's New York City and Los Angeles flagship locations. Customers are limited to one box, and service fees will apply to those who opt for delivery.
Ted Lasso superfans may want to act fast, as the treats will be only available for a day, or while supplies last. In New York City, sales begin at 10 AM ET and in Los Angeles sales begin at 11 AM PST.
And for fans who are not in the two major cities, they can head to the Postmates app and enter the code LASSO to have a chance to win limited-edition Ted Lasso swag and the limited Milk Bar treats.
In the show, Jason Sudeikis' character is a small town college football coach hired to lead a professional soccer squad. In an attempt to win over the team's owner Rebecca Welton, he delivers the homemade cookies.
The biscuits got some extra publicity back in August when Ryan Reynolds and Rob McElhenney, owners of England-based soccer team Wrexham AFC, issued a cease and desist letter to Apple TV+ as a joke.
The tech giant replied and approved their requested "2 LARGE boxes" of the Ted Lasso's biscuits to avoid any legal action.
We like our high-profile celebrity arbitration just like Roy Kent: hard packaging on the outside, but soft goodness on the inside. Biscuits are on their way.
— Apple TV (@AppleTV) August 21, 2021
Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at firstname.lastname@example.org.