Actress and presenter Lynda Bellingham, who had been suffering from cancer, died yesterday "in her husband's arms", her agent Sue Latimer said today.
The 66-year-old star, best known for her long-running role as a mother in the Oxo TV adverts, had been battling colon cancer, which later spread to her lungs and liver.
In a statement on behalf of Bellingham's family, Latimer, said:
Lynda died peacefully in her husband's arms yesterday at a London hospital.
Her family would like to thank the nurses and staff for their tremendous care and support.
Actor, writer and presenter - to the end Lynda was a consummate professional.
Bellingham's decision to end her treatment was revealed in a newspaper serialisation of her forthcoming autobiography. She had said she would like to see one last Christmas.
The decision to give up chemo was a huge relief because I took back some control of myself. It's there on the table if I want it.
I don't want the boys or my husband to see me die a little sad old lady. I want to go out there as I am.
Among those paying tribute to the actress and presenter were Carol McGiffin, Jane McDonald and Denise Welch - former co-stars on ITV's Loose Women.
I loved my friend Lynda. I will miss her so much. xx
Rest in peace my darling friend Lynda. Thanks for all your guidance and inspiration. I love you and always will Xxx
Another, Nadia Sawalha - who also worked with Bellingham on the famous Oxo adverts - told ITV's Lorraine she was "heartbroken" by the news.
We're just all heartbroken because her real, her last wish was that she would spend this Christmas with her family. Anyone that knew Lynda and knew her well, knew that she was this absolute live wire. She would come into a room and light the place up. Everybody loved her.
Sawalha also said Bellingham had urged her and her fellow Loose Woman presenters to "have a big party" for her when she passed away.
"That's Lynda though and through," she said.
Earlier this month, Bellingham made a moving final appearance on the hit series - receiving two standing ovations from the studio audience.
Asked by a clearly moved Coleen Nolan how she wished to be remembered, the actress replied: "Just an honest person."
Bellingham leaves husband Michael Pattemore and two sons: Michael, 31, and Robert, 26.
A poignant letter Lynda Bellingham wrote to her two sons was read out by the pair at her funeral service in Somerset today.
ITV News readers have called for the return of the popular Oxo ad series this Christmas as a tribute following Lynda Bellingham's death.
The former panellist and Oxo mum made a final, moving return to the show earlier this month - in which she received a rapturous response.