Kraft Foods announced that iFood Assistant, a new application for iPhone and iPod touch that offers users access to food and meal planning ideas, is now available on the Apple App Store. Unlike similar Web Apps that only link to external Web sites designed to be viewed on an iPhone, iFood Assistant is a resident program that can be downloaded from the Apple App Store and installed on any iPhone and iPod touch. A first for any food or consumer packaged goods company, the launch of iFood Assistant represents the latest in Kraft’s commitment to providing innovative solutions for consumers’ busy and increasingly wireless lifestyles.

“People’s lives are becoming increasingly complex and they’re looking for relevant content and solutions to make their lives easier,” explains Ed Kaczmarek, director of innovation, new services at Kraft. “We’ve worked with top interactive agency Genex, a division of Meredith Corporation, to create this dynamic iPhone application that answers the call with not only recipes and food ideas, but meal planning and preparation advice across many categories and consumer brands.”

Fresh features of iFood Assistant include:

• Over 7,000 tested, searchable recipes with clear, step-by-step instructions – also includes an alternate horizontal view to follow along while cooking
• Users can review comments on recipes and share with others
• Shopping lists with nearby store recommendations and the ability to add custom ingredients
• High quality video demonstrations with easy to follow instructions
• Useful tips and shortcuts to aid on-the-go consumers like the “Dinner Tonight” and “Recipe of the Day” sections that feature daily recipes

iFood Assistant seeks to fill a consumer need for convenient mobile solutions that extend beyond the store shelves. The application itself has been designed as an agnostic platform with the flexibility to evolve with partners joining to provide relevant content, solutions and tools that can be integrated into the application. For more information, guided tour videos and to inquire about partnership opportunities, please visit www.iFoodAssistant.com.