NORTHFIELD, Ill., Dec. 2 /PRNewswire-FirstCall/ — Just in time for the holiday cooking and entertaining season, Kraft Foods (NYSE: KFT) today announced new mobile offerings to give people meal planning solutions, whenever and wherever needed. Just one year after the launch of its iFood Assistant, the company is expanding the current application to include iFood Assistant 2.0 with enhanced content for iPhone and iPod touch users and iFood Assistant LITE for BlackBerry and iPhone and iPod touch users. In addition, Kraft Foods is now offering enhanced mobile access to its Web sites to easily browse recipes with any Web-enabled phone.
Kraft Foods’ latest innovations are convenient mobile solutions that extend beyond the store shelves. The company listened to consumer feedback and researched real-life use of its products to create mobile options for everyone with Web access.
“People are looking for tools and technology that can keep up with their multitasking and on-the-go lifestyles. Our innovations focus on meeting their needs while making their lives easier and more delicious,” explains Ed Kaczmarek, Director of Innovation, Consumer Experiences at Kraft Foods. “Our new suite of mobile offerings gives consumers access to recipes, meal planning and preparation advice across many mobile platforms. We want the information to be available to all mobile users.”
Since its launch in late November 2008, the iFood Assistant has become an indispensable food tool for recipes, meal planning and shopping needs. It claimed a spot on iPhone’s top 100 paid apps list and the No. 2 spot in the Apple App Store Lifestyle section. And now, the iFood Assistant 2.0 will be available for the first time in Canada.
“We’re very pleased with the response to the iFood Assistant. And we’re particularly proud of our user engagement. More than 60 percent of the users are still engaged with the app, six months after they download it, which is a great result,” explains Ed Kaczmarek.
Developed by mobile specialists The Hyperfactory and Meredith Integrated Marketing, the iFood Assistant 2.0 builds on the functionality of the original. It features offline access to unique features, including Shopping List, Recipe Box, and Daily Recipes; the ability to set alerts for “Recipe of the Day”, “Dinner Tonight” and “Special Offers”; new content including a “Holidays & Entertaining” section and expanded “Budget Wise” section. iFood LITE gives users a free taste of the application’s basic features, such as recipes, tips, and is available for iPhone, iPod touch and BlackBerry devices.
Source: Kraft Foods