Frozen foods retailer Iceland has today started a nationwide search for a customer to become the new face of the brand after Coleen Nolan stepped down last week.

Iceland is hosting X-Factor style live auditions around the country at the end of March, led by a judging panel headed up by Coleen Nolan and Iceland chairman Malcolm Walker.

Then Iceland customers and the public will pick the winner, casting votes online with the new face announced in April.

Entries will be collated through Iceland’s website. Iceland has appointed digital agency And Digital to develop the microsite.

“Coleen is undoubtedly a hard act to follow”, explains Nick Canning, Iceland marketing director. “So after long and hard consideration we’ve decided not to try and replace her and we’re turning the spotlight on our customers to give them a chance. At Iceland, our customers are very important to us, especially Mums and we know they have a great deal of affection for our brand.

“Just like Coleen, we’re looking for a new face who loves Iceland and is the perfect blend of personality and charm. Someone who is enthusiastic about Iceland and is literally bursting for the chance to tell everyone else about it. You never know the campaign, might even turn the winner into a celebrity themselves.”

“As well as becoming a brand ambassador for Iceland, the New Face will also win a regular supply of Iceland shopping for their family including a chance to test out new product ranges before they hit the shelves.”

The closing date for entries is midnight on February 28.

Previous face of Iceland Kerry Katona was axed last year following newspaper allegations of drug abuse.