ITV Britain's Got Talent judge Alesha Dixon dealt crushing blow as business goes bust

Alesha Dixon's health brand NobleBlu has ceased trading due to disappointing sales. The Britain's Got Talent judge had launched the wellness company back in 2020, but it was officially dissolved just last month.

Alesha had previously shared her ambition to develop a product line that would assist individuals in achieving their "rhythm and flow". An insider revealed: "Alesha was really passionate about NobleBlu and put a lot of work into it, although she wasn't one of the firm's official directors."

"Sadly, it just didn't take off in the way she had hoped and it has now gone out of business."

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NobleBlu's range included five supplements designed to enhance immunity, beauty, balance, focus, and energy. The source continued: "Alesha's disappointed, but thankfully has lots of other projects to focus on at the moment. As well as BGT, she has some exciting things in the pipeline which she expects to announce later this year", reports the Mirror.

When promoting NobleBlu last February, Alesha said: "Staying healthy has been a life-long passion. As a young girl, I loved sports and wanted to be a PE teacher. Now I'm able to live that dream, in a sense, through my brand NobleBlu.

"We're starting with supplements but I really want to expand into other areas. I've found it life-changing to find consistency with a healthy lifestyle, and I want to help others get into that rhythm and flow too"

Alesha isn't the first star to venture into the wellness industry. Gwyneth Paltrow's Goop brand is reportedly valued at around £200million.

Other celebrities such as model Kate Moss, Olympic athlete Jessica Ennis-Hill and TV host Holly Willoughby have also introduced their own beauty lines.