Pot Noodle is ditching its Welsh miners for two new characters, Digger and Steve, as part of a £9m investment in the brand this year.
The new campaign, airing this week until November, was more targeted than the miners campaign, said brand owner Unilever, and focused more on the brand's core 18 to 25-year-old market.
The characters are featured dancing and singing in three different musical styles - rap, ballad and rock.
The Crumlin miners campaign caused controversy following its launch in 2006 with some viewers claiming the ads were racist.
However, the ASA ruled that depicting Welsh miners was not derogatory to the Welsh.