Holly Willoughby opened up during an appearance on Good Morning Britain.

Last week, it was announced that Holly Willoughby would be parting ways with her lifestyle brand Truly – just weeks before it was due to launch.

Following a series of social media posts regarding the brand, 37-year-old Holly took to Instagram to sever ties.

In a message shared with her four million followers, Holly claimed her involvement with the start up was jeopardizing family time.

Holly shared: “To launch a brand needs total dedication and at the moment… this is not something I feel I can do without it starting to affect my family time at home.”

Following this, the mother-of-three has now discussed the unexpected decision in further detail – having taken a trip from the This Morning studios to make a rare appearance on Good Morning Britain.

Answering GMB host Piers Morgan’s queries,  Holly Willoughby said: “Well, it was a really difficult decision, I mean you don’t enter into anything like that lightly at all.”

“But I think for me, that work-life balance thing is probably the hardest thing I have to juggle.”

She explained: “I am a working mum and, yeah, it was a decision that kind of had to be taken really.”

Holly, who is married to Dan Baldwin, then hinted that her decision to accept the presenting role on I’m A Celebrity also contributed to the final call on Truly.

“I never expected the end of the year to be like this really anyway, I didn’t know all of this would be happening.”

It was confirmed back in August of this year that Holly will step in for Ant McPartlin and assist Declan Donnelly in presenting I’m A Celeb.

Speaking of the decision, Holly told ITV: “I love Ant and want to send him my best wishes and support for a continued recovery. These are big shoes, not to fill, but just to keep warm for a little bit.”

As always, its family first with Holly – and it is currently believed that she will bring her three young children with her to Australia.