Piers Morgan has hit out at the news that Greggs is launching "diet doughnuts".
The sweet treats have a hole – rather than a filling – in the middle and so contain fewer calories.
"Oh please, they put a hole in them. Doughnuts don't make you diet. The whole thing's a total scam, Greggs are playing all of you and you're all falling for it," he said.
"'Ooh this is really good for your diet love, let's go and have a hole in your doughnut,'" Piers said. "Obviously if it's got a hole in it it's less calories – there's a hole in it."
And the Good Morning Britain presenter's raging didn't stop there.
Piers continued: "Here's the thing, it's still a doughnut. You're going to get fat."
Here's the thing, it's still a doughnut. You're going to get really fat and bring your death a little bit nearer.
He added: "And yet all you little health warriors go: 'I'm going to have a McVegan burger for breakfast and a Greggs doughnut with a hole in it and I'm going to lose loads of weight and be really healthy.'"
He continued: "No, you're going to get really fat and bring your death a little bit nearer. That's what's happening here, they're all being conned."
A Greggs jam doughnut contains 245 calories, 12 grams of sugar and 10 grams of fat.
The Greggs "diet" glazed ring doughnut contains 191 calories, 13 grams of sugar and 6.4 grams of fat.
A Greggs spokesperson told The Sun the company was "serious about customer health".
They added: "When it comes to sweet bakery, these are not diet products. But if customers want to treat themselves then we offer more choices at lower calories."
No stranger to controversy, Piers recently mocked a petition calling for him to be sacked from GMB.
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