May 13, 2009, 12:00 AM

Kraft Foods sees mobile site as recipe for success

The food giant has launched a mobile site that gives consumers access to Kraft’s vast database of recipes. The site automatically populates a shopping list when a registered user selects a recipe, and lets users share recipes via e-mail.

Katie Evans

Managing Editor, International Research

Kraft Foods wants to make grocery shopping and cooking easier for customers-and boost sales in the process. So it has launched a mobile site that gives consumers easy access to Kraft’s extensive database of recipes. What’s more, when a consumer selects a recipe, the site automatically adds all the ingredients to the online shopping list of Kraftfoods.com’s registered users.

The site, built by mobile marketing agency Phonevalley, is located at m.Kraftfoods.com and is accessible through any mobile phone connected to the Internet. The site offers consumers access to recipes in their kitchen or the grocery store; and in just a few clicks, users can create shopping lists and search recipes by ingredient or meal category, Kraft says. Upon choosing a recipe, a consumer immediately sees the meal’s full ingredient list, preparation and cooking times, and detailed cooking instructions.

The mobile site also presents a “Recipe of the day,” which is updated in conjunction with the Kraftfoods.com web site. And it offers a “Share with a friend” function that enables consumers to send recipes via e-mail.

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