Owner McCambridge Foods is investing £2m in the repositioning, which includes a television campaign, breaking on 29th March.
The advertisements, by the Walker agency, are intended to appeal beyond the brand’s current market demographic of over-45s and “empty-nesters”.
The ads will target active mums looking for “satisfying, energy giving foods they know their children will eat”.
The ads will feature a group of children performing and energetic dance routine with the strap-line “Chew it, then do it”.
The Soreen range includes Soreen Fruity Five, Sliced Malt Loaf, Go Cereal Bars and pre-buttered Snack Packs.
Soreen managing director Paul Tripp says: “We want to engage with the next generation and sell the key messages that it provides energy and fruit-filled goodness.”