Piers Morgan thought the perfect time to tuck into his breakfast was during Wednesday’s Good Morning Britain while live on air.
As well as enjoying his brekkie the presenter was also caught checking his phone after the camera went back to the studio unexpectedly following an ad link.
Co-host Susanna Reid wasn’t impressed with Piers’ antics after he wasn’t able to speak while eating the toast.
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He was first caught after a weather segment on the show as viewers got a glimpse of him shoving the toast into his mouth.
Mocking her presenting partner Susanna said: “Are you eating toast? Are you able to speak?”
Piers then strangely replied: “Just reminding viewers who missed it earlier of you staring into the camera wistfully and saying ‘just remember, never doesn’t have to mean never’.”
The show then went to the competition segment but as the camera returned to the studio an unaware Piers was caught browsing through his phone while still eating his food.
Realising he was back on air Piers smirked as he said: “Sorry, what is going on?”
Susanna, 41, replied: “Well what’s going on is that you’re eating your breakfast while we’re broadcasting a television programme.”
But Piers quickly hit back saying: “If you don’t want me to eat my breakfast then why bring me the toast and marmite at the precise moment when apparently we’re doing unexpected links no one told me about.”
Susanna then took the bowl away from him as she added: “Unexpected links? We’re presenting the television, there’s nothing unexpected about being on television live in the morning.”
“The different order is confusing me. I was having a lovely bit of toast and marmite then suddenly I’m on national TV,” Piers explained.
And some viewers weren’t impressed with Piers munching on his breakfast branding him “unprofessional”.
One tweeted: “Can Piers not go without food just for 2 1/2 hours while on TV. Very unprofessional. Most jobs this wouldn’t be allowed.”
“I usually love Piers but today he’s making a shambles of the show. Should know when to stop. It’s turning into the piers Morgan show now,” another added.
A third was baffled at Piers using a bowl to eat toast. They said: “Toast in a bowl? could have had your Weetabix..”
Meanwhile on the show today Piers vented his fury after his nemesis Alan Sugar sent him a rude email criticising his presenting skills on the early-morning show.
The two men have been at each other’s throats over comments made by Lord Sugar, 70, after he claimed he’d given the presenter his big break on telly.
The Apprentice star is set to appear on the show next week to talk about the upcoming series of the show and Piers revealed what he’s going to do when Alan arrives at the show.
He said: “We’ve got him on next week. I’m going to rip him apart.”
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He then went ahead and read extracts from the email in which Lord Sugar mocked his “stupid voices”.
But ignoring Sir Alan’s advice about his impersonations, he mimicked the businessman’s London accent.
“So if you’re watching, you old growler, LEAVE IT OUT, RIGHT? JUST LEAVE IT OUT!”
Crikey, it’s going to explosive when the two come face-to-face next week.