PIERS Morgan lashed out at Alex Beresford in an awkward row over baby papooses live on Good Morning Britain today.
The 54-year-old host claimed no man who wore the carrier would "ever have sex again" as the 38-year-old weatherman revealed he was a fan.
The ITV breakfast show's floor manager was modelling a new take on the papoose when Piers kicked off his rant, moaning: "You would never have sex with a man again if he showed up wearing one of these.
"Dads should just do what I did, which is carry them with your own arms or your own shoulders, be a man.
"What is happening to the men of the world, it makes them look utterly ridiculous!
"I have a theory that once you wear one of these ridiculous papooses no man ever gets laid again."
The star's co-host, Susanna Reid, then turned to the only other father in the line-up, asking Alex if he'd ever worn a papoose.
The TV favourite, who is dad to eight-year-old Cruz, replied: "I did wear a papoose, I love it.
"I was a modern man, I used to wear the papoose and do some housework and help out."
Turning to Piers, he added: "Some stuff you would never have done."
Piers hit back: "You are absolutely right, there is the prime example of what I am talking about.
"If this is the future of mankind then we are dead."
Susanna argued: "Alex in a papoose is most women's idea of a Love God."
Show bosses then put a topless photo of the weatherman on the screen - much to Piers' despair.
As Alex muttered that the presenter was "going to hate him even more now", Piers continued: "It's very hard to hate you even more, pathetic.
"Every woman I have talked to about this secretly agrees with me.
"It's nice for daddy to take the baby for a bit, but they'd rather daddy used his arms like a real man."
He then grabbed the plastic doll and demonstrated the "real" way men should hold a newborn, adding: "This is perfectly secure, in my burly arms.
"Babies feel secure in a man's arms."
Alex retorted: "What happened to your arms then? You've got bingo wings."
Producers then launched a Twitter poll urging followers to choose between the pair as Piers ranted: "Thick women would prefer Beresford, dimwit Beresford with his papoose and his tattoos.
"Any woman with a brain would pick me."
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At the time of writing, Alex was miles ahead of Piers with 70 per cent of the vote.
This is not the first time this week that the two men have come to blows, with Alex storming off set on Monday morning when Piers criticised his role on the show.
As Piers mocked Alex by saying that we didn't need weathermen anymore, the star hit back: "I don't work for you" before leaving the studio.
Meanwhile, this is also not the first time that Piers has criticised the papoose - previously sparking outrage when he called Daniel Craig "emasculated" when he was pictured wearing one last year.
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