Nigella Lawson has found herself at the centre of another social media storm.
The famous chef, who recently went viral for her segment on how to butter toast, has got people talking again, but this time over her pronunciation of "microwave".
During her latest segment of Nigella's Cook, Eat, Repeat, the television star referred to the common kitchen appliance as the "meecro-wah-vey" and it was not missed by BBC viewers.
She said: "I still need a bit of milk - full fat - which I've warmed in the meecro-wah-vey."
The comment sent social media into a frenzy, with many confirming they'd be pronouncing it the same way for the foreseeable.
"I actually laughed out loud. Catch me never pronouncing microwave correctly again," said one viewer.
Others admitted the pronunciation had both "floored" and "flabbergasted" them, while some labelled the moment "iconic" and pointed out the chef had managed to make the every day appliance sound like a magical Harry Potter spell.
A third proclaimed: "Omg is this real. I am screaming. @Nigella_Lawson! Goddess! I will never be the same!"
Wednesday's ITV shows were also loving the pronunciation, with both Lorraine and Holly Willoughby and Phillip Schofield on This Morning talking about it.
The question on everyone's lips, however, is if Nigella actually pronounces it the way she said it on the show.
A fan asked the chef: "Am I the only one who thought @Nigella_Lawson was being sarcastic when she pronounced Meecro-wavé?! Now, I'm starting to think she really pronounces it like that?"
Responding, Nigella explained on Twitter: "Well, I do say it like that, but not because I think that's how it's actually pronounced."