Madeley, standing in for Piers Morgan, unpacked the piece of equipment and placed it over his left peck as he told viewers it is “going to be a technical and physical possibility in about three years” for men to breastfeed their babies.
“That’s the inside of it,” said Madeley as he showed the prototype to the camera. “That fits over the nipple, and then you press…I was going to say the T-I-T… then you suck out the milk.
He then told co-host Kate Garraway that it was the “weirdest thing” he’d ever heard on the programme.
“I think it’s absurd to be honest with you,” he said. “It’s completely absurd. It’s not what men are built for, it’s what women are built for, and there have to be gender differences. We can’t blur the differences to that extent.”
The product, designed by student Marie Claire Springham, is meant to provide couples with an alternative option and reduce the pressure on women to do all of the breastfeeding.
Speaking about how men would able to produce milk with the help of hormone therapy, Garraway said: “Apparently the ducts are there, the mammaries are there… it develops the ducts first and then you can pump out the milk.”
On Twitter, the majority of viewers reacted angrily to the product, with many arguing that men shouldn’t be able to breastfeed.
— Rhea Healy (@rhea_healy) February 12, 2019
#gmb look if a man wants to help a mother who is breastfeeding why can’t they feed them breast milk through bottles?or there is plenty of other ways to help or bond with ur baby this is just another gender conversation 😴😴
— natasha doherty (@natasha86x) February 12, 2019
— Dean Lamb 🇪🇺 (@toasty83) February 12, 2019
#GMB men breastfeed? I don't think so. Do you want to help men? Let's cook the meals, clean the house and let your wife rest for 15 minutes. Also take the Baby out for a walk so mum can get some quiet time or chance for a longer shower. Leave the breastfeeding as it should be
— Sophia Rahman (@AteamMrs) February 12, 2019
Earlier in the programme, viewers were equally stunned when an anti-Brexit protestor appeared on the show completely naked.
Piers Morgan tops ‘secret crush’ list, beats Kanye West and Lord Sugar
Richard Madeley blasted over ‘insensitive’ question to David Ibbotson’s family on ‘GMB’
Viewers switch channels as Gemma Collins debuts on Good Morning Britain