Coleen McLoughlin dropped as face of Asda

Coleen to be traded for older model at Asda

Coleen McLoughlin has been dropped as the face of George at Asda, with the supermarket set to trade her in for an older model.

McLoughlin's publicist confirmed that she would no longer be working with the supermarket label, and said in a statement, 'The contract came to a natural end. Asda are changing their campaign to go after thirty-somethings, which is plainly not Coleen's demographic.'

He did however add that this would not be the end of Coleen's modelling career, confirming that, 'She is currently in talks with a number of other High Street brands.'

Asda are now reportedly looking for a more mature face to front the George brand, with the Daily Mail reporting that they have set their sites on someone like Joanna Lumley or Helen Mirren.

George brand director Fiona Lambert confirmed the brand's new direction, 'its time to change the emphasis a little. We want to show that our core fashions are for everyone. Customers want us to concentrate on better designs and better quality but still maintain great value prices.'