They have stood by her through thick and thin, but it seems like Iceland couldn’t turn a blind eye to the recent video exposé, showing Kerry Katona snorting cocaine.

Over the weekend the News Of The World published photos and video footage of Kerry taking drugs whilst her daughters were in another room.

In a statement, the supermarket said: “For most of [the past four years], she has been a successful part of our advertising campaigns, but has also been through some tough times in her personal life.

“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.”

The statement added: “In recognition of the relationship we have developed, we will continue to try and help Kerry to ensure she gets the most appropriate support, should she require our assistance.”

Some would say, and by some I mean me, that Iceland took way too long to come to this decision. Kerry is no fit role model and would have been sacked years ago, had her huge media exposure not benefited Iceland greatly.