Eamonn Holmes clashed with Alice Beer on today's This Morning over some controversial breakfast advice.
Alice was highlighting the worryingly high amount of sugar in popular cereals and giving viewers alternative options.
Eamonn turned his nose up at the granola-based cereals and revealed his favourites were Sugar Puffs, Frosties and Ricicles.
Alice warned: "If you’re not careful you’re going to put on weight if you eat those kinds of cereals."
Eamonn lost it when Alice revealed her recommended portion sizes - but she was shocked at his idea of a normal serving.
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He shouted: "Oh get out of it. Come on. Be serious.
"If you went to a hotel and queued up for your buffet and someone handed you that..."
Eamonn grabbed his full bowl and compared it to the meagre offering that Alice had suggested.
The This Morning host tried some of the 'healthy' cereal and was pleasantly surprised.
Eamonn said: "That's not as bad as I thought it would taste. I thought it would be like poison but it’s not bad."
He joked: "The only thing you can guarantee is if you lead a miserable life you will live forever."
Later on, Alice said: "I’m just saying alice it’s a difficult journey for a lot of people. I’m trying to wean myself off the Frosties."
This Morning viewers agreed with Eamonn and hit back at Alice's advice.
One viewer said: "Oh bore off Alice and let people enjoy their lives"
"Shut up Alice, I’ll eat what I want," added another.
A third said: "Alice is so irritating on #ThisMorning better not let her know I eat biscuits for breakfast"
*This Morning airs weekdays on ITV at 10.30am
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