Reality TV judge Piers Morgan has stripped off to pose in a series of adverts for a mens fragrance which smells of meat - no you did not misread that.

Flame - the odd smelling meat perfume - goes on sale today for £4.99 at Selfridges and is produced by burger chain Burger King.

But bizarrely the meaty aroma is not the strangest thing about this product, that's the ads showing a near-naked Piers.

Speaking at a launch event Piers insisted that he had not used a body-double for the photo shoot. Remind me, didn't Piers end up losing him job last time he denied photos were faked?