Emmerdale made a Turkey Twizzlers joke tonight - on the same day that Jamie Oliver's restaurant chain collapsed.
Jamie's Italian has called in the administrators, after failing to stay afloat on its own, with 1,300 jobs at risk across 25 restaurants.
On tonight's Emmerdale, Sam Dingle mentioned Turkey Twizzlers during a discussion about Lisa and Zak's upcoming wedding.
When Marlon suggested they should have one of their family favourites on the menu, giddy Sam cried: "Turkey Twizzlers."
Jamie successfully campaigned to get the fast-food product banned from schools way back in 2005.
Emmerdale viewers flocked to Twitter to point out the awkward timing of the comment.
One fan said: "As if on the day that Jamie Oliver’s restaurant goes into administration, Sam on Emmerdale shouts turkey twizzlers!! It’s fate!!"
"Turkey Twizzlers on the day #Jamieoliver goes bump, perfect timing," added another.
A third said: "TURKEY TWIZZLERS! Sam Dingle cracks me up everytime!"
Jamie Oliver admitted he was "devastated" by the news.
In a statement, he said: "I am deeply saddened by this outcome and would like to thank all of the staff and our suppliers who have put their hearts and souls into this business for over a decade.
"I appreciate how difficult this is for everyone affected.
"I would also like to thank all the customers who have enjoyed and supported us over the last decade, it's been a real pleasure serving you."
*Emmerdale airs weekdays on ITV at 7pm with an extra episode on Thursdays at 8pm
Do you have a story to sell? Get in touch with us at webtv@trinitymirror.com or call us direct 0207 29 33033
