Phillip Schofield issued a live TV apology to a This Morning viewer who prompted laughter on the show last week when they sought advice for their fear of custard.
Phillip and Rochelle Humes, who is standing in for Holly Willoughby, failed to hide their chuckles as a woman named Michelle got in touch with the ITV daytime show Michelle called in to ask about how she could manage her fear of custard.
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."
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Even the very mention of the word had Michelle gagging but, rather than appear sympathetic, Phillip and Rochelle couldn't stop giggling.
As Michelle retched on the other end of the phone, and said: "Ooh it's making me sweat even thinking about it," an amused Phillip battled to try and regain composure as he told her: "Listen, I am so, so sorry Michelle for laughing. But that really is just an extraordinary noise.
Michelle's fear of custard was referenced again at the start of Monday's This Morning when Phillip and Rochelle chatted to chef Phil Vickery who was in the studio ready to do a cooking demo.
Phil teased what he was going to prepare in the kitchen and mentioned Rhubarb Crumble tart and custard.
Jumping in, Phillip then said: "Can we just apologise to the lady who was on the show last week or the mere fact you've said that word.
A perplexed Phil replied: "What?" to which Rochelle told him: "It's very important," as Phillip explained: "There was a lady with a custard allergy, well she was frightened of it; a phobia."
Still struggling to comprehend what was going on, chef Phil asked: "She was frightened?"
Looking over at at Rochelle, Phillip added: "You were caught mentioning it on air, that's what made me laugh and that's what made the thing go viral.
Despite Phillip's earlier apology, Rochelle then went onto mention custard twice later on in Monday's show.
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