It could be the moment which defines this General Election.
Boris Johnson, facing an intense grilling, admits something which will horrify a nation of pie and pasty lovers.
Our Prime Minister - shortly after boasting he was just about "made of Greggs" - showed that he doesn't have a clue how much a Greggs sausage roll costs.
The millionaire Conservative Party leader thought they were £1.90.
However, even his closest store in Westminster, the humble Greggs sausage roll is £1.30.
Elsewhere in the country, the lunchtime favourite usually costs around a quid.
The car crash moment unfolded in an LBC Radio interview with Nick Ferrari, who asked if he knew the price.
"Oh god, err, I don't know, umm, I give up," replied Boris.
Mr Johnson showed himself to be something of a doughnut when it comes to knowing how much the most basic of Greggs products actually cost.
The host replied: You have no idea? You just told me you're 'made of Greggs'. You must eat their sausage rolls all the time."
However Mr Johnson shrugged: "I don't know. £1.90. I have no idea."
Time will only tell if the revelation will be as damning to his campaign for No. 10 as Ed Miliband's bacon sandwich incident.
With recent polls showing the Tories ahead and with polling stating they are on course for a majority when Britain heads to the polls on December 12, it seems it will be Boris - and not Jeremy Corbyn - cracking out the cream cakes to celebrate getting into Downing Street.
And if history tells us anything, it is probably that politicians are best off avoiding pork all together.
