Iceland has ditched Kerry Katona as its public face after four turbulent years.

The frozen food retailer terminated its contract with the former pop singer and reality TV mainstay in the wake of new allegations over her private life. Last week Katona was pictured in the News of the World allegedly taking cocaine.

“[Katona]  has been a successful part of our advertising campaigns but has also been through some tough times in her personal life,” Iceland said in a statement.

“We have always stood by her, as an example of a normal person and mum who has experienced some of the modern-day culture of fame and how difficult it can be to deal with.

“However, following the most recent allegations, we feel it is impossible for Kerry to continue to work with us as one of the faces of Iceland advertising. In recognition of the relationship we have developed, we will continue to try and help Kerry to ensure she get the most appropriate support, should she require our assistance.”

Katona’s relationship with the supermarket chain has frequently been called into doubt amid a string of lurid allegations over the one-time Atomic Kitten’s private life.