The brand, whose online presence was previously limited to a section on parent Red Mill Snack Foods' corporate website, is using the new portal to promote its association with darts player Peter "One Dart" Manley, who is sponsored by the brand.
Visitors to the are first greeted by a virtual barmaid. After clicking to enter the site, they are then taken to the homepage, where they can play darts, use the quiz machine, read Mr Porky news and download content.
The site's pub theme is a key element in the snack firm's strategy to raise its on-trade profile, so that bars make Mr Porky their scratchings brand of choice.
Sarah Nunn, Mr Porky's marketing controller, said: "With the ever-growing popularity of darts and our ongoing association with Peter Manley, this is the perfect time to boost My Porky's online presence.
"The site totally reflects our brand values -- fun, quirky and always up for a laugh. We will be using it to maximise consumer awareness of the ever improving Mr Porky range."
Red Mill manufactures 18m bags of pork scratchings and other snacks every year. They are available in outlets including pubs and bars, supermarkets, off licences and petrol stations.
The site launch follows a brand overhaul in September 2006, when Mr Porky's packaging was redesigned and its range expanded.