Today host Hoda Kotb left horrified by Jenna Bush Hager's bizarre on-air act after begging her: 'Don't do it'

Hoda Kotb was left visibly horrified on Friday morning when her Today cohost, Jenna Bush Hager, displayed some rather bizarre behavior involving a pretzel live on air.

The duo were testing out a brand new perfume from US franchise Auntie Anne's, which is a scent based on their famous buttery pretzel, when mother-of-three Jenna decided to start rubbing herself with the doughy snack.

'It's kind of nice, like buttery bread!' Hoda, 60, commented after Jenna, 42, sprayed the fragrance on a member of the camera crew named Brian and told him: 'I think this is a masculine smell!'

'Is it weird that I don't hate that?' Jenna commented, before shouting: 'Of course I like a carbohydrate!' and then turning to Hoda and asking: 'Is this what Paris smells like?' referring to her cohost's recent trip to the French capital for the 2024 summer Olympics.

As Hoda confirmed the new perfume, which is called Knead, costs $25, Jenna decided to pick up one of the snacks on the table and told viewers: 'Or you can just go to your local food court, buy the pretzel and...,' as Hoda urged her: 'Don't do it!'

But it was too late as the mother-of-three had already started rubbing her left arm with the pretzel whilst dancing in her seat as the camera crew burst out laughing and Hoda asked: 'Who is this girl?'

The former First Daughter couldn't stop giggling and told Hoda: 'The best part is, you knew it was coming!' as the TV host replied: 'I knew it!'

As Jenna warned viewers at home, 'Don't do it,' Hoda quickly moved the conversation along as the duo started discussing a beauty product launched by another food franchise, Chipotle.

'This is important,' Hoda announced. 'It's a a smudge-proof lip stain that fans can enjoy. It's called Chipotle On The Go. So you put it on and it turns green and then you peel and you reveal the real color.'

Jenna chimed in: 'And the point is you can eat as many burritos...,' as they invited Today contributor Donna Farizan over to the table to demonstrate the new lip product.

'Do you need help?' Jenna asked Donna as she struggled to wipe the green lip stain off, before admitting: 'I don't think I was moisturized enough!'

'I think you left it on too long,' Hoda suggested as Donna replied: 'You are supposed to leave it on 30 to 60 seconds and I left it on for approximately 10 minutes!'

'So, they also say you can eat a burrito and it won't come off, right?' Hoda queried as Jenna quickly jumped in and asked: 'Do you want to try and eat a pretzel?' as Donna fired back: 'Not the one you rubbed on you!'

'But you know what, I'll give myself a little...' Donna added as she picked up a different pretzel and took a big bite out of it to demonstrate that the lip stain stays on.

This certainly isn't the first time this week that Jenna has left her cohost and the Today crew stunned as on Wednesday she revealed that she had broken her finger and had a black eye.

The two women were discussing having a 'clear out' and not holding on to material things, when Jenna admitted: 'So, I jumped in the ocean and I lost my lucky necklace, okay? And since then some things happened. I tripped, I got a black eye, I broke my ring finger... so some of y'all may be thinking, "is she splitting with the husband?" No.'

Hoda gasped and asked: 'You broke it?' which led to Jenna holding up her left hand so that her cohost could inspect it and after doing so, she remarked: 'Oh, it's really big, still!' referring to the swelling.

Referring to her husband, Jenna replied: 'Yeah, Henry claims I just sprained it, but it was blue!' as Hoda responded: 'Well, it's fractured for sure.'

'I have a little black eye... all of these things happened right after I lost the necklace,' Jenna claimed.