Kraft Launches Mobile Meal Planner


TORONTO — Kraft Canada has announced a new smartphone application to help users cook and entertain with ease.

The iFood Assistant gives access to recipes and offers the option to create shopping lists and source entertaining tips through PDAs. “People’s lives are becoming increasingly complex and one of their biggest challenges is mealtime,” said Ed Kaczmarek, director of Innovation, Consumer Experiences at Kraft Foods. “Now, they can use their iPhone, iPod touch or BlackBerry to make cooking convenient, delicious and more enjoyable.”

More than 5,000 Kraft kitchen-tested recipes will be featured along with instructional cooking videos. In addition, the application will host a recipe box that consumers can customize with their mealtime favourites. For those looking to get a head start on their holiday party planning, iFood Assistant also contains seasonal meal ideas.

The application is currently being sold through the iTunes App Store. A Lite version for BlackBerry, one that is free but has limited content, will be available to download in mid-December.


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