Susanna Reid was left groaning this morning as her co-host Richard Madeley gushed about his spam cravings on Good Morning Britain.
The pair had been joined by Dr Amir Khan on the show as he spoke about how a lack of sleep was connected to weight gain.
Susanna went on to reveal that she was often hit by a "snack attack" at 3pm after working on the ITV show and asked Dr Amir for advice.
But this also prompted Richard to wax lyrical about his love for spam.
He said: "I'll tell you what mine is at 3 in the afternoon - and this is really weird - it's spam! And I have an incredible craving for tinned spam - it's mad!"
Meanwhile, Susanna rolled her eyes and put her head in her hands.
"Sometimes I actually get in the car and go to the shops and buy a couple of tins," Richard continued.
Ranvir Singh interjected with a smile: "You know how to get headlines, don't you? Every day there's something!"
Richard ignored her as he insisted: "It's only when I do this show!"
Asked by guests Kevin Maguire and Andrew Pierce where he got his spam, Richard replied simply that he got it from the supermarket.
"You can get low-fat spam as well," Richard continued as Susanna groaned.
She exclaimed: "Are you angling for a sponsorship?!"
"What I'm trying to explain is this lack of sleep is something I notice very much because I don't do it," he said, gesturing to Susanna. "I mean, you've been doing this breakfast thing forever, BBC and everything, but it's new to me.
"Why do I crave spam, doctor?"
Dr Amir seemed a little bewildered but replied: "It's sugary and fatty foods that you tend to crave when you don't sleep so much because of hormone imbalances."
*Good Morning Britain airs weekdays at 6am on ITV
