Lord Sugar branded his rival Piers Morgan a "beached whale" during a huge television showdown on "Good Morning Britain" on Wednesday (11.10.17).
The "Apprentice" boss - who regularly locks horns with the journalist on social media - couldn't resist calling out "blubber boy" Piers after he was "fat shamed" by the 52-year-old presenter during his appearance on the breakfast show this morning.
Speaking to the co-host, Lord Sugar - who said he'd put on 18lbs recently - said: "On social media, you were prancing around in the summer, looking like a beached whale."
Piers" co-star Susanna Reid watched the men go head-to-head from the side and appeared to be enjoying the epic scrap as she happily munched on a slice of toast.
Despite their cruel words, the pair managed to settle their differences to some degree towards the end of the show as they shook hands on a £5,000 bet to see who could lose the most weight by the "Apprentice" final in December - with the proceeds going to Great Ormond Street Hospital.
Sugar said: "Is there a set of scales here? You weigh in, I weight in, I'll come back for the Apprentice final in December, and we'll see who's lost the most amount of weight."
Their epic row wasn't just limited to weight jibes as the pair also argued about who launched whose career after Lord Sugar claimed he brought Piers into the public eye through the Comic Relief edition of "The Apprentice" in 2007.
Piers said: "You've done nothing for my TV career apart from being a complete irritant before, during and after it.
"I did give you a business column in the Daily Mirror which got you the Apprentice gig. So you owe it to me for launching your miserable TV career.
"No one in America knows who you are, no one in the biggest country in world entertainment has any idea who you are."