Kraft mobile site offers recipes, shopping lists

Kraft mobile site offers recipes, shopping lists
Tags: Digital Merchandising, Marketing, Online Retailing, Supermarkets & Grocery Stores, Technology
May 13, 2009

ClickZ: Kraft Foods has launched a mobile destination offering access to Kraft recipes "on the go." Last year, Kraft launched an iFood Assistant application for the Apple iPhone and iPod touch; the new site is essentially an extension of that payment-based app.

The site, created by Publicis-owned mobile agency Phonevalley, allows users to create shopping lists based on Kraft recipes, and access preparation and cooking times as well as detailed cooking instructions direct from their handset. Users can then check off items as they shop, or choose to send recipe details to friends via e-mail.

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