Hospitality Action launched the Invisible Chips campaign as a way for diners to show their support for the industry, which was devastated by the impact of Covid-19. The chips contain 0% fat but 100% charity.

The idea is that by ‘chipping-in’ for the cost of the nation’s favourite side dish, diners will be able to help support the thousands of hospitality workers who have been affected by the Coronavirus pandemic.

Kerridge said: "Invisible Chips are a great invention dreamt up by Hospitality Action. They're available online, at my pubs and other participating venues across the UK.

“All the money from every portion of Invisible Chips you buy goes directly to Hospitality Action to help them support staff within the hospitality industry whose jobs are literally disappearing."

Hospitality Action provides financial, physical and psychological support for hospitality workers in a crisis. Kerridge follows in the footsteps of Fred Sirieix and Heston Blumenthal who are ambassadors of the campaign.

There are a range of Invisible Chips available to buy on the Hospitality Action website, including ‘Original Invisible Chips’, ‘Skin on Invisible Chips’ and ‘Dirty Invisible Chips’. 

Mark Lewis, chief executive of Hospitality Action, commented: “Whilst the funds we’ve raised have enabled us to help thousands of people up and down the country, there is still a huge amount of help needed.

“To anyone who has missed eating out these past few months, I urge you to order a portion of Invisible Chips to help those people we’ve perhaps taken for granted up until now.

“The hospitality industry is built on resilience and creativity and I’m confident we will recover, however the people within it need a helping hand in the interim.”