Good Morning Britain viewers were left 'feeling sick' as presenter Piers Morgan ate jellied eels live on air.
Co-host Charlotte Hawkins was forced to move away as the outspoken TV anchor tucked into a plate of the traditional East End food during this morning's episode.
It comes as Andi Peters announced the latest competition on the show inside a London pie shop, to celebrate National Pie Week.
The store offers a variety of traditional dishes, and there was a plate of jellied eels back at the studio for the 56-year-old and his co-hosts to dig into.
Coaxing Piers to take a bite, Andi said: "Come on Piers you love a pie, tuck in."
The camera then panned to Piers taking in a large forkful and clearly wincing as he chewed.
Shortly after he said: "It's nice, a bit early for jellied eels, but it's nice."
Charlotte Hawkins and Susanna Reid looked on in disgust, with Charlotte so horrified she moved towards the end of the desk.
Viewers tuning in from home were also left horrified by the jellied eels, with many taking to social media to react and share their disgust.
One viewer tweeted: "Just watched Piers Morgan eat jellied eels on #GMB...thanks, I feel actually sick now."
Another agreed: "Even the words 'jellied eel' makes me want to projectile vomit!"
"I’ve tried jellied eels once, NEVER AGAIN! However, smoked eel is delicious." A third said.
Another quipped: "Lovely to eat for morning breakfast"
Someone else said: "I'm with you Charlotte. Gross!"
Commenting on Piers' expression, another said: "There was definitely a second there from @piersmorgan expression that said "what have I done" but with the cameras on him, there was no going back."
Another added: "He did not like that he nearly gagged #gmb "
"His expression on the first bite said it all." Someone else wrote.
One viewer even joked: "I feel sorry for the eel's to be honest. Imagine being eaten by Piers Morgan"
Further into the show, Andi returned to the pie shop and tried the jellied eels himself.
Susanna said: "Don't give in Andi, you don't need to do that."
Andi admitted it wasn't that bad, describing the dish as "cold fish fingers."
