Asda has axed Coleen McLoughlin as the face of its George fashion brand as part of its effort to move upmarket.

McLoughlin, who is Manchester United footballer Wayne Rooney’s girlfriend, was told her services were no longer required when her£3 million, two-year contract came to an end last month.

The grocery group is reported to be setting its sights higher in its hunt for a replacement for McLoughlin, with targets such as Carla Bruni, Joanna Lumley and Sienna Miller.

McLoughlin’s spokesman said: “The contract came to a natural end. Asda is changing its campaign to go after thirtysomethings, which is plainly not Coleen’s demographic.”

McLoughlin was chosen for the George at Asda campaign to appeal to ordinary shoppers and she helped improve the grocer’s sales by wearing George outfits to high-profile celebrity events.