Viewers tuning into Bear Grylls' Treasure Island were left stunned last night when a contestant drank his own urine - minutes after the survival series kicked off.
During Sunday night's opener, 27-year-old Ben showed off a water bottle filled with yellow liquid before greedily gulping down the contents and telling his co-stars it "tastes like heaven."
"What are you drinking your wee for again?" waitress Ruby asked him.
"I had p*** and I didn't want to waste it," replied the salesman.
Bear Grylls' latest offering sees and 12 regular folk marooned on a deserted island in the Pacific where crates containing £100,000 in cash have been hidden.
Over the next five weeks the castaways will have to live on the 'tropical hell hole' as they battle the elements (and each other) to track down and take home a share of the prize fund.
In Sunday night's opener, the contestants were seen adjusting to life in their new home.
They'd been on the island just a few short hours when double glazing salesman Ben opted to drink his own wee to keep hydrated.
Viewers at home were particularly baffled by his drastic measures as his co-stars were seen carrying bottles of clean water around with them.
"Too soon, buddy. Too soon," one told Ben.
"This idiot must have done that before. Even worse they have water," tweeted another.
"Sorry, but there is no way on earth I could drink me own wee. I'd rather drink sea water," cried a third.
Viewers also voiced their shock at the antics of two other islanders during the Channel 4 premiere.
Marco and Ivor caused outrage when they told the others they were hunting for water whilst 'selfishly' looking for money to hide from their new pals.
Fans called out their 'snakey' methods on social media, branding the duo 'vile' and 'selfish' and 'next level disgusting.'
Marine Marco became self-appointed leader of the group early on but viewers at home are already anticipating his downfall.
Find out what happens next when Treasure Island with Bear Grylls continues on Sunday night at 9pm on Channel 4
