Celebrity chef Jamie Oliver has apologised for his children’s book featuring an Aboriginal girl in foster care amid calls to immediately withdraw the title from sale.

Oliver, who is in Australia promoting his new cookbook Simply Jamie, has come under fire over his fantasy adventure novel Billy and the Epic Escape.

The peak Indigenous education body has accused Oliver of the “trivialisation and stereotyping of First Nations people and experiences” in the 400-page book.

The Guardian reports that the National Aboriginal and Torres Strait Islander Education Corporation (Natsiec) said the kids book was “damaging and disrespectful”.

Natsiec demanded it be withdrawn from sale. Oliver and the publisher have not committed to this.

The storyline features themes of child stealing and child slavery, incorrectly uses Indigenous language and likens their culture to magic.

A subplot focuses on Ruby, a young First Nations girl living in foster care in a fictional Indigenous community near Alice Springs, who is stolen to join a gang of children working the villain’s land.

The villain promises funding for community projects to the adults who should be responsible for Ruby.

Ruby is rescued by English children and tells them she can read people’s minds and communicate with animals and plants because “that’s the Indigenous way”.

Although Ruby is from Mparntwe (Alice Springs), she uses words from the Gamilaraay people of New South Wales and Queensland.

Oliver and his publisher, Penguin Random House UK (PRH UK), admitted there had been no consultation with any Indigenous organisation, community or individual before the book was published.

“I am devastated to hear I have caused offence and wholly apologise for doing so,” Oliver said in a statement to the Guardian.

“I am listening and reflecting and working closely with my publisher on next steps.”

The publisher said it took responsibility for the lack of consultation.

“It was our editorial oversight that this did not happen. It should have and the author asked for one and we apologise unreservedly.”

The book is a sequel to Jamie Oliver’s children’s debut, Billy and the Giant Adventure!

Natsiec chief executive Sharon Davis said the book perpetuated harmful stereotypes, trivialised complex and painful histories and ignored the violent oppression of First Nations people.

“We urge Penguin Books and Jamie Oliver to recognise the impact of their content and take swift action to prevent further harm,” Davis said in a statement to the Guardian.

“Penguin Books should pull Billy and the Epic Escape from circulation, specifically removing all content involving First Nations characters and cultural references.”

Prominent First Nations writers also criticised the book, accusing Oliver of cultural appropriation.

The award-winning Kooma and Nguri author Cheryl Leavy told Guardian Australia she was troubled by the book’s appropriation of culture for personal gain.

“It’s fair to expect that authors who wish to delve into any sensitive subject matter adhere to some basic industry standards, such as working with advisers with expertise in that area,” she said.

“First Nations peoples need to be involved at every stage of the process from acquisitions to editorial, to sales and marketing.

“Only then will our stories be told with the complete respect they deserve.

“There is no space in Australian publishing (or elsewhere) for our stories to be told through a colonial lens, by authors who have little if any connection to the people and place they are writing about.”