THE LONG-STANDING FEUD between Alan Sugar and Piers Morgan is set to reach new heights today as Morgan has just overtaken Sugar in Twitter followers.

Sugar, businessman and star of the UK Apprentice, tweeted early this morning that he had been made aware of the situation: “WARNING I’m advised Piersy has over taken me.He is sleeping now in La La Land, brace yourself for a blast that fills up your twitter pages.”

Bickering between the two on their respective Twitter accounts has received widespread media coverage as initial banter escalated into cutting insults, according to Digitalspy.co.uk.

Morgan,  a long time critic of the social networking service, has been closing in steadily on Sugar’s number of followers since joining the site a few months ago.

The Britain’s Got Talent critic has benefited from a rising profile in the United States, where he recently took over from Larry King as CNN’s talk show host. As of this morning, he had 363, 507 followers compared to Sugar’s 363,407.