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    Kraft Upgrades Mobile App With Meal Solutions

    Kraft Foods last week upgraded its iFood Assistant mobile application with a meal-planning feature and enhanced functionality.

    Kraft Foods last week upgraded its iFood Assistant mobile application with a meal-planning feature and enhanced functionality.

    iFood Assistant 2.0 offers enhanced content for iPhone and iPod touch users, and the application is also available for BlackBerry. In addition, Kraft now offers enhanced mobile access to its Web sites so users can browse recipes with any Web-enabled phone.

    “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,” said Ed Kaczmarek, director of innovation, consumer experiences at Northfield, Ill.-based Kraft. “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.”

    The app is also now available for the first time in Canada, and its U.S. users remain solid users. “More than 60 percent of the users are still engaged with the app, six months after they download it, which is a great result,” noted 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 features, including Shopping List, Recipe Box and Daily Recipes; the ability to set alerts for “Recipe of the Day,” “Dinner Tonight” and “Special Offers”; and 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, among them recipes and tips, and is available for iPhone, iPod touch and BlackBerry devices.

    Beginning mid-December, the LITE app for BlackBerry users can be downloaded through App World. Mobile users with Web-enabled phones can also access Kraft’s sites at m.kraftfoods.com, m.kraftcanada.com and m.comidakraft.com.

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