Actor John Hewer, who was best known for playing Captain Birds Eye in the popular fish finger adverts, has died aged 86.
John Hewer retired form the role in 1998
He played the role of the jovial naval captain from 1967 until 1998.
The star, who was a resident of actors' retirement home Brinsworth House in Middlesex, passed away on Sunday.
He also appeared in the original Broadway production of Sandy Wilson's The Boy Friend with veteran actress Dame Julie Andrews.
Industry newspaper The Stage said the actor had also appeared in many musical theatrical productions including Sail Away and Six of One in London's West End.
For many years he was a long-time member of the Players Theatre in London and he also went into management presenting music hall shows on Southend Pier.
His TV credits included The Great Detective and the mini-series Nicholas Nickleby.
In 1971, an obituary for the Birds Eye character appeared in the Times newspaper after it was decided to retire him.
However, that was only temporary and he returned to TV screens three years later.
When he eventually did retire from the role, actor Thomas Pescod took over.
A Birds Eye spokesperson said: "We are saddened to hear of the news of John Hewer's death.
"As Captain Birds Eye in our ads for nearly 30 years, John was very much part of our family and our thoughts are now with his."
In 1993, Captain Birds Eye was voted as the most recognised captain after Captain Cook in a poll.