Scantily clad women and over-sized musical instruments have made way for dirt-encrusted miners in a new £10m campaign for Pot Noodle.

Owner Unilever has abandoned its more familiar risqué marketing approach in favour of activity that positions the snack range as the Fuel of Britain and focuses on recent recipe changes that have made the products healthier to widen their appeal.

The change of tack comes in the wake of revelations from the Advertising Standards Authority that the brand's 'Have you got the Pot Noodle horn?' campaign, which showed a man trying to conceal a brass horn in his trousers, featured in its list of the top five most-complained-about adverts. A previous campaign featured a young man sharing elicit backstreet Pot Noodle trysts with a call girl.

Breaking on Friday (May 12), the new activity includes TV advertising, print, digital and in-store media.

The TV executions take place in Crumlin, a village deep in the Rhondda Valley in South Wales, which is home to the Pot Noodle mine, where miners have uncovered a seam of 'noodle fuel' to keep not only Crumlin, but the whole of Britain going.

The story of the mine will unfold over time with the introduction of various characters, as well as flagging up key messages, such as 'no artificial colours or preservatives' and 'only 5% Fat'.

Julie McCleave, Pot Noodle business manager, said that the ad completely reinvented the brand and would give it much greater appeal.