Kraft Foods has announced that it will be adding a mobile site to increase mobile engagement with consumers. The site, built by Publicis-owned Phonevalley, will offer consumers recipes, meal ideas, and shopping lists while on the go.

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Kraft Foods, the world’s second largest food company, has an existing site at kraftfoods.com. This mobile site is to extend the possibilities for engaging with consumers.

“People are leading increasingly mobile lives and we’re pleased with this opportunity to provide delicious food ideas to cell phone users anywhere in the U.S.” said Ed Kaczmarek, Director of Innovation, New Services at Kraft Foods.

The site is built around Kraft’s extensive data base of recipes. It provides detailed cooking instructions as well as allowing users to search recipes by ingredient and to share recipes with a friend. The site can also generate lists of ingredients, and has a smart shopping list where items can be checked off as they are purchased.

There is also a “Recipe of the day” which is updated seven days a week.

The Kraft Foods mobile site is promoted by Boston-based Digitas in partnership with Phonevalley through mobile display advertising and mobile search on Yahoo!’s mobile web portal in the US.

Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile commented “The Kraft Foods recipe mobile site stands as a bright example of the new generation of the mobile footprint. Kraft Foods provides quick access to easy to use recipes and thus delivers great services to mobile users”.

27.05.2009    Tags: consumer-goods, food, Mobile-Web, yahoo