The brand's marketing message has traditionally focused on Shredded Wheat's health benefits and previously featured former England cricketer Sir Ian Botham.
However, it is now shifting to a more 'upbeat' strategy, which will encourage consumers to top their cereal with fruit, yoghurt or honey.
The TV ads, by McCann London, are voiced by TV presenter Melanie Sykes to the funk track It's Your Thing by The Isley Brothers.
Bowls of cereal spin around each other on a three-tiered stage, while fruit is catapulted into them.
The ads will still feature the line 'Crunchy, toasted, 100% wholegrain. No added salt.'
Ronnie Parry, marketing director of Cereal Partners UK, the cereal division of brand-owner NestlŽ, said the product had 'historically appealed to older generations looking after their health', but the latest campaign would attract younger people.
In recent years the brand has struggled, with year-on-year sales more than 6% down to £23.8m over the 12 months to 2 October 2010, according to Nielsen.
Shredded Wheat's adspend also fell from £3.7m in 2009 to £1.4m in 2010, also according to Nielsen.
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