For a long time now it has been Kerry Katona whose face we have seen saying ‘and that’s why mum’s go to Iceland’.

Now the frozen food supermarket brand is set to find a new ‘face’ after firing Katona after she was caught snorting cocaine.

The store will be launching an X Factor style search of ordinary customers.

Mirror columnist Coleen Nolan is said to be heading the judging panel.

Coleen said: “I’m looking forward to helping Iceland find a face for the future.”

Marketing chief Nick Canning said: “Coleen is a hard act to follow so we’ve decided to turn the spotlight on our customers to give them a chance.”

The winner will be announced in April.