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BBC Breakfast star Ben Boulos was forced to apologise after he let slip a rather taboo word live on-air.
The business correspondent was sitting across from hosts Sally Nugent and Jon Kay on Wednesday (October 5) for a discussion about supermarket profits during the cost of living crisis.
Reporting that supermarket giant Tesco has admitted to falling profits, Ben explained that supermarkets are trying to strike a balance between cheap products to keep customers and rising prices to combat high energy bills.
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But things soon segued into a rather awkward conversation, as Ben let slip: "Some supermarkets have been criticised recently for removing some of their cheaper products, the value ranges and so on – not just Tesco but other supermarkets as well.
"In a slight response to that, Tesco has agreed to lock the price until 2023. Of course, what we're talking about here is the figures for the first half of the year, the second half of the year, people's budgets are squeezed even more – Christmas."
He added: "Sorry for mentioning it so early, but with Christmas coming up, that puts a lot of pressure on household budgets."
Sally was quick to reassure her co-star: "Don't worry, you are not the first to mention it, Ben! Thank you very much indeed."
Elsewhere on the programme, things turned frosty between Jon and Sally as he inadvertently cut her off during a discussion of the day's headlines.
Reading aloud from the newspapers, Sally told the story of a man who created a billboard in order to get a date – but the segment quickly ran out of time.
Squinting down at his own folded newspaper, Jon murmured: “I was going to show you that, but I’ll show you later. We haven’t got time at the moment.”
Looking slightly taken aback, Sally said: “Oh… okay?”
“I’ll tease you,” Jon said, grinning – before swiftly moving on to the next segment of the morning programme.
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It comes after Sally got emotional over the late presenter Bill Turnbull after his death this year.
Speaking about a football game Bill would have "loved", Sally told her co-host: "I have to say, one person who would have really enjoyed that game yesterday is our mate. The late great Bill Turnbull, former resident of this sofa. Massive Wycombe Wanderers fan, they were the club that were in his heart."
She then cheekily retorted: "Secretly quite liked Manchester City too, occasionally! They were his other team."
Jon asked whether Bill had ever "said it out loud," to which Sally responded that he "did once or twice".
She continued: "Yeah, he loved Wycombe Wanderers. In fact, he did, on occasion, do match commentary for them."
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- BBC Breakfast
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