Michael Vale, best known for portraying the baker in the Dunkin Donuts commercials died of complications from diabetes. He was 83 years old.

His iconic character, Fred the Baker, will be remembered by millions for his portrayal of a hapless baker at Dunkin’ Donuts who just couldn’t get any sleep because, as the commercial said, the donuts were fresh and it was always time to make a new batch, and the catchphrase, “Time to make the donuts.”

Vale also played Sam Breakstone in the original commercials for Breakstone’s butter and dairy products. In those commercials he played the less loveable cranky tyrant who wanted his butter and cottage cheese to be made to his exacting specifications.

Canton, Mass.-based Dunkin’ Donuts said in a statement that Vale’s character “became a beloved American icon that permeated our culture and touched millions with his sense of humor and humble nature.”

Rest in Peace, Mr. Vale.

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