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The runner-up of Beeb reality biz game show The Apprentice, Helen Milligan, was overlooked by Lord Shuggie for his £250,000 business investment but she has secured a hefty promotion at bakery chain Greggs.

Milligan consistently outperformed the other contestants on the show, fronted by hairy walnut Shuggs, but when it came down to the last two, her idea to launch a concierge service failed to whet the main man's appetite.

Instead he gave the cash to geeky inventor Tom Pelleareau, who intends to design and build chairs for staff to cut down on back pain – which he should know all about, having tussled with His Beardness during the 10-week show.

Milligan, already a PA at Greggs – purveyors of delicious bread, sandwiches, animal-products-inna-bun and all matter of sickly fatty treats – was given time off to appear in the show. She confirmed today via Twitter that she has snagged a new role.

"I can now announce that I am the new Head of Retail for Greggs in the South East!"

She will manage some 200 stores and 2,300 staff, saying in a statement: "I am more suited to being an employee in the corporate world than an entrepreneur."

Given the short-lived careers of the other Apprentice winners, she's probably done the right thing anyway... ®

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