Holly Willoughby ended up running off camera during This Morning on Wednesday, after choking on a hot cross bun.
The host laughed off the moment and insisted she was fine, as she was heard coughing after getting crumbs stuck in her throat.
As co-host Phillip Schofield asked if she was okay, guest Alice Beer stepped in to help her out as she continued to cough a little.
It all started as Alice brought in a number of different styled and flavoured buns for the duo to try ahead of Easter.
From curry themed items to chocolate and other sweet editions of the famous bakes, Holly and Phil tucked into a number of treats.
But when Holly took a bite out of a fruited hot cross bun from Aldi, she immediately turned to the side and started coughing.
As Alice looked at her Holly said: "Sorry, a crumb went down my throat," as the guest continued her segment.
Alice joked: "Off you go love, she's inhaled it. Do you want to blow on my recorder?"
Phillip meanwhile looked a little concerned for his pal, as her eyes started to water and she appeared slightly red.
As the coughing continued, Holly said: "It's really nice, I inhaled a crumb," as she kept eating the baked good.
Phil warned her: "Never do that," with Alice adding: "You don't want to do that," as Holly protested how nice the bun was.
After putting it down, Holly looked at the camera and said: I"m going to have to cough," before she raced off out of view.
As Holly was heard coughing loudly, she shouted: "Sorry!" as Alice joked: "Oh, bucket!"
Holly soon returned and told them both: "Sorry, sorry, it was right there, I apologise."
The trio them moved on with the segment, with Holly back to trying all the delicious bakes in front of her.
This Morning airs weekdays at 10am on ITV.
