Pop singer and TV presenter Peter Andre is to be the new face of Iceland, the retailer has confirmed.

Andre will appear in a new marketing campaign on television from next month.

Iceland joint managing director Nick Canning said: “The UK food retail market is more competitive than ever, so it is vital that we make the most of our advertising spend to achieve a real impact on consumers. Peter Andre has a very high profile with our customers as a singer, presenter, parent and TV personality – including, of course, his life-changing appearance in the Iceland-sponsored ‘I’m A Celebrity…Get Me Out Of Here!’

“We are delighted that Peter has agreed to be the new face of our company and we look forward to working with him to make the whole country more aware of Iceland’s outstanding value, great quality, brilliant service and industry-leading innovation.”

Previous celebrity-led campaigns have included singers Kerry Katona, Michael Buble and The X Factor contestant Stacey Solomon.