This Morning has been forced to issue a live apology after laughing on a previous show at a viewer calling in to seek help for their fear of custard.
Last week saw presenters Phillip Schofield and Rochelle Humes struggle to contain their laughter as the viewer described her fear to TV therapists The Speakmans.
Viewer Michelle called in for help as she told her fear of custard had become too overwhelming.
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Watch the video here:
She told the presenters and guests, therapists The Speakmans: "I can't even say it. It's vile. It makes my skin crawl. It makes me retch at the thought of it, the look of it, the colour of it, the smell of it - everything."
Michelle's fear was so bad, that even the mention of the word 'custard' caused her to gag live on air - much to Rochelle and Phillip's amusement.
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Michelle's gagging noise had Phillip in stitches, who struggled to hold it together as he said: "Listen, I am so, so sorry Michelle for laughing. But that really is just an extraordinary noise."
This week, Phillip referenced the segment again as chef Phil Vickery detailed how he would be making a rhubarb crumble tart.
Phillip took the opportunity to apologise to This Morning viewers for last week's hysterical giggles, as he said: "Can we just apologise to the lady who was on the show last week for the mere fact you've said that word."
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Phil, who wasn't present previously, looked confused as Rochelle and Phillip explained: "There was a lady with a custard allergy, well she was frightened of it; a phobia."
Presenter Rochelle began to laugh as Phillip joked that she had set him off and made it worse. He said: "You were caught mentioning it on air, that's what made me laugh and that's what made the thing go viral."
The segment caused hilarity amongst viewers who wanted to support Michlle, but couldn't help finding her fear comical. One viewer tweeted: "I didn’t want to laugh as I feel sorry for that lady not liking the yellow stuff as I personally love it on apple pie but the noise did make me laugh."
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A second agreed: “Comedy gold!” and accompanied their tweet with a gif of Jim Carrey gagging from his role in Dumb and Dumber.
Another viewer tweeted: "This was hilarious poor lady, but I would of said the word more [sic]."
Another added: "Love this, so funny. Great to see Philip gets the giggles with Rochelle and he does with Holly."
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Despite promising not to mention it, presenters Rochelle and Phillip did get another sneaky two mentions of the word custard into the programme - sorry Michelle!
This Morning continues weekdays at 10am on ITV.
Featured Image Credit: ITVTopics: TV And Film, ITV, This Morning