Fair play to Richard Coles for gulping down fermented herring.
I'm a Celebrity... Get Me Out of Here! presenter Ant McPartlin encountered "the worst thing I've ever smelt on this show" during Saturday, 23 November's episode.
Whilst overseeing the latest Bushtucker Trial, which saw the junkyard camp's Maura Higgins and Reverend Richard Coles sit down for a stomach-churning teddybear's picnic, McPartlin's colleague Dec Donnelly presented the latter with blended surströmming.
Stood just behind the two celebrities, McPartlin couldn't contain his disgust.
Having revealed that the grub was in fact fermented Baltic Sea herring - traditional in Swedish culture - Donnelly asked Coles: "Uhh... if you could just polish off that whole cup?"
Coles gamely replied: "More tea vicar, right?"
The rest of this year's cast, including Coleen Rooney, Barry McGuigan, Alan Halsall, Danny Jones and Oti Mabuse, were all sat tableside for the Bushtucker Trial, and could be heard shouting over statements such as: "I've never smelt anything that bad in my life", "that's disgusting" and "that's gross".
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Once the 62-year-old had swallowed the horrific concoction, McPartlin told him: "Reverend, if hell has a smell it's that!"
"Absolutely!" agreed the trialist, as the presenter added: "That is the worst thing I've ever smelt on this show!"
Elsewhere in the Bushtucker Trial, Love Island breakout star Higgins impressed I'm a Celebrity viewers with her breezy handling of the various edibles.
"Has to be said; fair play to Maura. Did not expect her to put in such a graft for this trial," wrote one person on social media.
Another X user shared: "Maura doing well, surprised me. Very funny."