It was only a matter of time before Piers Morgan began ranting against the Marks & Spencer LGBT sandwich and now, it's happened.
The sandwich, which has already elicited strong opinions, was released in celebration of Pride, in order to raise money for the Albert Kennedy Trust, a charity that helps LGBT homeless young people, and the BeLong to Youth Services, an LGBT+ charity helping young people in Ireland.
However Morgan, 54, was unimpressed, slamming the high street chain yet again, following his on-screen outburst last week about vegetarian Percy Pigs on Good Morning Britain.
Good Morning Britain shared a clip of the rant, accompanied by the caption:
We all knew this rant was coming.
@piersmorgan making his feelings clear about the LGBT sandwich...
Speaking on Good Morning Britain, Morgan's co-presenter Susanna Reid said:
It's all for the good, Piers Morgan. We don't have to troll everything.
In response, Morgan said:
Actually you know what, in the current climate we do, because these kind of things, it's utter, cynical tosh. Virtue signalling, PC brigade garbage.
It's nothing to do with the charity, nothing to do with LGBT..
Susanna then interjects:
It's literally called LGBT.
But Piers isn't having any of it:
It's actually a BLT, that's what it is.
But Susanna won't be stopped:
No, because it's got guacamole in it, so it's got some 'G' in there.
And Piers' response?
Oh please, it's not a gay sandwich.
Needless to say, people online had opinions.
Some agreed with the rant.
Others thought that the whole thing could have just been... not broadcast?
Still can't drop this after two days!? Really?
This isn't the first time the journalist and commentator has got upset about the Marks and Spencer LGBT range. Earlier in the week, the presenter slated the sandwich range on Twitter, calling it 'virtue signalling', and branding them 'truly pathetic'.
In a tweet he wrote:
Gay sandwiches? Is there no cynical virtue-signalling depth struggling companies won’t now plunge to make a profit? Shame on you @marksandspencer, this is truly pathetic
He then went on a miniature rant about the sandwich, before asking Marks and Spencer if they were planning on releasing a 'straight white male' option.
Marks and Spencer responded to his criticism in a reply to the post, with a spokesman saying:
Hi Piers. We have given our popular BLT sandwich a twist to celebrate Pride and raise £10,000 for AKT (Albert Kennedy Trust) the national LGBTQ+ Youth Homelessness charity.
Carrie Reiners, from the Albert Kennedy Trust, said:
We’re thrilled to see Marks and Spencer show visible support for the LGBTQ+ community this Pride, and are extremely grateful.
The donation will enable us to continue providing safe homes and better futures for the young LGBTQ+ people we work with.