Cup Noodles launched its Just Warmin' Up campaign in the U.S. near the end of last year in conjunction with the first-ever major recipe change to the beloved instant noodles in a cup. The nutritional profile was improved to reduce sodium, remove added MSG and eliminate artificial flavors. The marketing campaign – the first major advertising and marketing initiative for the brand in the U.S. in decades – includes new digital and TV spots, a new voice on social media and other directives such as food festival sponsorships. About Nissin Foods Nissin Food Products Co. Ltd. was established by Momofuku Ando in 1958, who invented the first instant ramen noodle to Japan. In 1970, they established Nissin Foods ( USA ) Co., Inc. in Gardena, California introducing ramen noodles to U.S. consumers. In 1971 the company invented Cup Noodles, and revolutionized the industry by making it possible to package, prepare and serve noodles all in the same container.