Pete Wicks found himself firmly in the friend-zone during last night's Celebs Go Dating.
The reality star was deciding which of his dates he'd like to take on a holiday to Tenerife for the final episode of the Channel 4 dating show. But just as he appeared to make his decision to take Demi over Poppy, Pete was totally pied off before he could even finish his sentence.
Pete began telling Demi that she was one of the nicest girls he'd ever met, before she interrupted to give her own feedback.
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"I really respect you and obviously we do get on really well, but I don't know about you but I do feel like it's a friendship level," declared Demi, "Do you think that or not?"
The reality star took a moment to wipe the shock off his face before smiling through the pain of the pie.
But clearly taken aback by Demi's feelings about their date, Pete replied: "But I'm surprised you've said it. Do you know what? I genuinely really respect you for that."
Reflecting on the moment later in the show, the TOWIE star said: "Pete the pirate got pied! We went on a date and I really, really loved the girl. But she went, 'Actually, I see us more as friends'.
"I was unhappy, I got friend zoned at the last hurdle, I got pied!"
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While the moment was awkward enough to dent even the biggest of egos, Pete ploughed on by asking Poppy to accompany him to Tenerife.
Fans watching at home couldn't get over the "cringe" scenes which saw Pete get "pied" by Demi.
"WOW Pete just got BODIED! Looooooool," tweeted one Celebs Go Dating viewer.
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While another also pointed out: "Ouch Pete fully got pied boy."
"Anyone else slightly enjoy watching Pete get pied?" questioned somebody else.
It happens to the best of us, Pete.
Celebs Go Dating continues tonight at 9pm on E4
Topics: Celebs Go Dating, TV Entertainment
