Phillip Schofield and Holly Willoughby collapse in giggles as he mimics Violet Beauregarde

Holly Willoughby was left in hysterics after Phillip Schofield tried out a quirky device on Wednesday’s This Morning.

The duo were speaking with Dr Zoe Williams about migraine relief tools when the medic suggested an ice cap, which is said to help tension headaches. 

Ever a good sport, Phil, 58, tried out the device, but Holly, 39, was unable to control herself at her co-host’s new look. 

Looking warily at the cap, Phil quipped, ‘this looks like a pair of pants with one leg!’ as he wrapped it around his head. 

As Holly remarked he looked like a ‘Ribena berry’, Phil mused, ‘Was it Veruca Salt who turned into a giant blueberry in Charlie and the Chocolate Factory?’

Phil was referring to the character Violet Beauregarde in the Roald Dahl novels, who blows up into a giant blueberry after chewing an experimental stick of three-course dinner gum. 

Laughing her head off, Holly cried: ‘Put your arms out like this, oh, he’s a little raspberry!’

The hijinks came after  BBC bosses denied they are trying to lure Phillip away from ITV with a big-money deal.

Sources claimed the veteran presenter is being eyed by bosses as his ‘golden handcuffs’ deal with ITV will be coming to an end in 2021.

Phil is thought to be one of the highest-earning presenters on TV with a salary of around £1 million a year, mainly thanks to his jobs hosting This Morning and Dancing On Ice. 

A source told The Sun: ‘He’s become a prime target for the BBC who think he would be the perfect face for a number of new shows. His contract with ITV ends in 2021 so the BBC want to start a conversation.

‘The hope is a meeting could take place as restrictions begin to ease later this year — and he’d be able to give them an idea of how much he’d be looking for.’ 

However, a BBC spokesperson denied the claims, stating: ‘There is absolutely no truth in this and no discussions have taken place.’