The Seriously Good Gluten Free Natural Batter Mix combines seven different flours to create a product that is as close to Cere’s original batter mix whilst also being gluten free.

Stelios Theocharous, managing director at Ceres, said: “At present coeliacs have relatively little choice when eating out and, for many, fish and chips is off the menu altogether. We wanted to change this so that everyone can enjoy our great British dish regardless of their food intolerances.”

The mix, which is also allergen free, was launched at Olley’s Fish Experience in London.

Vickery is food ambassador for Coeliac UK and has also written several gluten-free recipe books and developed a range of gluten-free baking mixes.

He said: “When I first started looking at gluten free there were very few products out there and those that were available were frankly awful. But we are slowly getting past that, and with the introduction of our new batter mix we are giving coeliacs a choice.

“What people have to understand is that gluten free is not a fad. Coeliac diseases is a very serious and debilitating disease.”