well that was easy, scratch to the rescue.
Here is what works:
{{ $.Scratch.Add "servicetype" (.Get 0) }}
{{ range .Site.Data.products.items }}
{{ if eq .featured ($.Scratch.Get "servicetype") }}
<div class="service-flexitem">
<a href="{{.url}}">
<img alt="" src="/assets/img/icons/{{.icon}}" class="img-responsive-hm">
</a>
<div class="service-text">
<a class="servicea" href="{{.url}}"><h3 class="serviceh2">{{.title}}</h3></a>
<p>{{.description}}</p>
</div>
</div>
{{ end }}{{ end }}