Kraft Offers Recipes On the Move with Mobile Site

Kraft Foods, owner of global brands such as Oreo cookies and Philadelphia cream cheese, 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.

The mobile destination also integrates personalized account features linked to existing Kraftfoods.com online accounts which allow users to save favorite recipes. Phonevalley says it hopes this will facilitate further and deeper engagement with the Kraft brand.

Traffic is being driven to the site by mobile display and search ads bought by Boston-based agency, Digitas, and running across Yahoo’s U.S. mobile portal.

“Kraft Foods has focused its mobile strategy on one goal: to extend its reach towards any mobile phone with an Internet connection. The brand’s ambition was to facilitate engagement and help drive additional engagement” on multiple platforms, said a Phonevalley spokesperson.

A recent Forrester report titled “Is an iPhone App Right For You?” highlights the innovation of Kraft’s iFood Assistant application, and points out that its users are willing to pay for such a feature-rich service, despite the fact that it’s branded. That would suggest its free Web-based counterpart might prove similarly popular.