James Martin was left slightly red-faced as he appeared on This Morning today.
The celebrity chef was back in the kitchen on the ITV show with hosts Holly Willoughby and Phillip Schofield.
And he was starting off the week with an indulgent treat as he whipped up a chocolate fudge cake topped with chunky pieces of all-butter fudge.
Viewers often comment about the amount of butter James uses in his recipes.
"What are you whipping your butter up into this time?" Holly asked on the show as he pulled the recipe from his book, aptly titled 'Butter'.
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"I'm going to make some miso fudge," James replied to Holly before adding: "I'm actually eating too much of it, this is delicious."
"You did give us a little sneak peek and it is pretty phenom," Holly said.
James went on: "With a little bit of sea salt over the top and then a chocolate fudge cake with butter icing and served with hazelnuts, loaded with a bit of fudge on top."
Holly gushed: "Wow, yum."
Phillip then joked: "What people don't realise is that he's actually got wheels on the bottom of his feet and people just wheel him about."
"I've just split my trousers when I was bending down," James said back.
James then turned around and showed off his trousers, as Phil exclaimed: "Oh you have!"
"I have genuinely split my trousers," James repeated. "I need to stop eating, actually," he added as he dropped the fudge and pretended to walk off.
Holly replied: "All in the name of research."
But even with the trouser-splitting incident, This Morning fans were still talking about the butter.
"A whole pack of butter. I love James #ThisMorning," tweeted one.
Another said: "James Martin would be married to butter if it were a person. #ThisMorning."
"James Martin has written a book on butter. Yep, you'd butter believe it! #ThisMorning," a third joked.
A fourth said: "Take a shot everytime James says butter #thismorning."
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