Today on This Morning, Alison Hammond and Dermott O'Leary met Europe's top speed eater, Leah Shutkever.
As part of a segment on the show, Leah attempted to eat 19 chicken nuggets in just 60 seconds - and was successful, washing down her last mouthful as the timer hit zero.
Some were impressed by the challenge, including the two hosts, but a number of viewers were left outraged by what they had seen.
Taking to Twitter fans admitted they'd had to 'turn off' the show after seeing the challenge as they were furious about 'food waste' during a time when many families 'can barely afford to eat'.
Others were upset that the segment could have been triggering for those suffering from an eating disorder.
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Some branded the chicken nugget challenge 'vile', 'insensitive' and encouraged This Morning to 'read the room'.
One person tweeted: "What a misguided editorial decision to feature someone devouring a plateful of chicken nuggets in 60 seconds when so many families are struggling to feed their families. Think more carefully."
Another said: "Who thought the chicken nugget lady was a good piece? When people are broke, struggling to feed their family and pay bills you're showing this! Little bit out of touch."
A third posted: "One minute #Lorraine talking about unnecessary food waste next min some ridiculous woman needlessly stuffing in chicken nuggets. Good shout too when some ppl struggling to feed kids. Had to turn off."
A different user wrote: "OMG. Just had to pause that woman stuffing chicken nuggets absolutely vile, must be awful for anyone with an eating disorder to watch, shame on you!"
Someone else proclaimed: " ITV Yesterday morning had a tribute to Nikki Graham who died of anorexia and today have a ludicrous woman speed swallowing without chewing. 20 chicken nuggets in 60 seconds. What has this woke messed up country become? This is entertainment?"
While a sixth added: "What a disgusting item on This Morning. Ramming Chicken nuggets in her mouth. That does nothing to reduce awareness to eating disorders or obesity."
The Mirror has contacted ITV for comment.
Did you watch the segment? Share your thoughts in the comments below.
