ITV Saturday Morning's James Martin confronts guest who 'embarrassed' him live on air

Tensions rose on ITV's Saturday Morning when James Martin brought up an old grievance with guest , recalling being 'embarrassed' on Celebrity Juice years ago.

During their chat on this morning's episode (November 2), Martin revisited the time he had to eat from a sock for a challenge, leaving him red-faced.

Francis cheekily inquired if this feat secured a point for his team, while expressing amazement at the lengths contestants will go for victory. He asked: "Were you on Holly's team? She was competitive, she always wanted to win."

James Martin recounted the awkward moment when he ate from a sock in a game to secure a point, not realising what he was munching on, reports .

He triumphantly added that his efforts did indeed snag the point.

The chef was part of Holly Willoughby's squad on the show, teaming up with songstress Frankie Bridge of The Saturdays fame.

Francis shrugged off the comments, repeating that he was surprised what he convinced contestants to do on the show.

Another embarrassing encounter with Francis was mentioned by Martin, involving one of Francis's alter egos, Keith Lemon, which left Martin bemused. Additionally, Martin shared an anecdote from before Francis's rise to fame, having witnessed a restaurant performance that perplexed him, wondering "What is that guy doing?".

Francis's appearance on the Saturday show delighted viewers, many of whom appreciated seeing him as himself rather than his character.

The comedian's newly released memoir was the topic of conversation on a cooking show, which he revealed was written to commemorate turning 50 and the beginning of a new life chapter.

A fan took to social media to say: "Watching James Martin Saturday Morning with Leigh Francis/Keith Lemon/Avid Merrion. Memoir sounds like the most amazing book ever. Literally, who is Leigh Francis! ? We have no idea, and I'd love to know!".

James Martin's Saturday Morning continues 9.30am on ITV1 next Saturday.