Josie Gibson’s new role as the face of Iceland has coincided with its decision to drop the word ‘mums’ from its strapline.

Josie Gibson’s new role as the face of Iceland has coincided with its decision to drop ‘mums’’ from its strapline

Josie Gibson’s new role as the face of Iceland has coincided with its decision to drop ‘mums’’ from its strapline

The TV host, 39, who gave birth to her son Reggie-James in 2018, will feature in its new ads – with the promos seeing a huge change in the supermarket chain’s marketing strategy.

After years of declaring “That’s why mums got to Iceland” in its ads, Iceland bosses will now feature the more neutral slogan of: “That’s why we go to Iceland.”

Executives say it reflects a “growing customer base” beyond mums.

Josie, who has been romantically linked to ITV presenter Stephen Mulhern, 47, said about the change: “I think the new tagline is great because Iceland is not just for mums.

“Even though mums love it, Iceland is for everybody.”

Former ‘Big Brother’ contestant Josie, who now features as a guest host if ITV’s ‘This Morning’, added her new role was “surreal”.

She added: “I remember shopping in Iceland when I was a little girl, so it feels incredibly surreal to be working with them as the face of the brand.

“I love that Iceland is a great British business always doing the right thing for shoppers. I admire and support their commitment to bringing the best value products and deals to its customers.

“Shooting the ad and meeting the team was so much fun and I can't wait for people to see it.”

Josie’s ad, which launched on Friday (19.04.24) shows her loading up on Iceland’s popular items and she will be featured over the next year, including at key shopping occasions such as summer and Christmas.

She has been linked with TV host Stephen after the pair were seen holding hands outside BBC Studios, and when asked by Mail Online if they were in a relationship, Josie said: “I’m in love with Stephen Mulhern. There you go. But story of my life, I don't think he loves me.”

Josie broke up with ex-boyfriend Terry, who is the dad of her six-year-old boy, after they started dating in 2017.

Their split came five months after their son was born, with Josie also romantically linked with her 38-year-old ‘Big Brother’ co-star, John James Parton – but their romance lasted slightly less than a year after they left the reality show.

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