The launch has been handled by mobile marketing agency AKQA Mobile, and provides free branded entertainment including the spoof ‘Tipping Pot’ film. This is estimated to have received over 2,000,000 views on and offline.

It also offers ringtones, competitions and other unique content. New content will be rolled out over the next six months.

The site is being supported by a partnership with The Sun newspaper and via Bluepod Bluetooth activity in Cineworld and Vue cinemas around the UK.

Daniel Rosen, head of AKQA Mobile, said, “Brands don’t come much more entertaining than Pot Noodle, and you’d be hard pushed to think of a more targeted medium for sharing great branded content than mobile. This is a perfect match of mobile and audience.”

For readers outside the UK, Pot Noodle is a ready meal in a pot; add hot water for instant meal. It used to be a byword in processed tat, but has recently been resurrected as a cheerful iconic brand.