Gino D'Acampo had This Morning viewers in hysterics when he struggled to pronounce a word and accidentally dropped a series of X-rated expletives.
They were talking about truffles when Gino explained that not many people like them due to their smell, which Holly said she doesn't mind.
He insisted that if you open a jar of truffles and give it one big sniff, you might change your mind as the aromas hit your nostrils.
Gino explained on the programme, as he prepared to open a jar for Holly to have a whiff: "For people at home, [if] you don't like it, do this experiment.
"I'm going to open and what I want you to do is to just analate it. Analate it as much as you can.
"The more you do that, the more you analate and the more you...’
But Phil and Holly interrupted to correct him: "Inhale!"
Gino, confused, asked: "What did I say?"
"'Analate', I think," Holly replied, struggling to keep a straight face.
Gino continued, "I meant, 'anal eat'" and Phil begged him, "Stop. Stop!"
Viewers at home reacted to the moment on Twitter.
One said: "I have #ThisMorning on in the background. Did Gino say 'anal it' instead of 'inhale'?"
You mean 'inhale it' Gino!
Another tweeted: "The more you 'anal it'. Poor Gino #ThisMorning."
A third said: "'The more you analate' Um... Gino #ThisMorning."
"The more you anal it!" someone else wrote, adding with crying-laughing emojis: "You mean 'inhale it' Gino! #ThisMorning."
During the cookery segment, Gino appeared without his recently adopted rock 'n' roll style.
Over the last few months, the Celebrity Juice star had featured on the programme wearing a bandanna around his head.
But viewers who hated it flocked to social media after each appearance to beg him to ditch the look, which many put down to a midlife crisis.
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