iFood Assistant is Kraft-y iPhone App

That the Kraft iPhone app, iFood Assistant is one of the most popular "lifestyle" apps is somewhat unexpected. That the recipe app has made it into the top 100 paid iPhone apps is mildly surprising. But seeing food enthusiast pay a dollar to watch Nabisco and Oscar Mayer ads is absolutely stunning.



iFood Assistant is a relatively simple app; users have access to recipes, cooking tips, and instructional videos, all intertwingled (a humorous word my friend mistakenly uses instead of intertwined and/or intermingled) with advertisements for Kraft foods.

Perhaps you've heard of Kraft, the second largest (just behind Pepsi) food and drink company in the US (third in the world). You've probably seen the official Kraft logo on a variety of products, from Macaroni and Cheese to salad dressings. And of course you remember that Kraft is actually the company behind several of your favorite brands (Wikipedia's full list), including some of my personal favorites:

• Oreo


• Nilla


• DiGiorno


• Miracle Whip


• Boca Burgers


• Ritz


• Planters


• Toblerone

Need I keep going? I haven't even mentioined Jell-O or Chips Ahoy!

I guess I'm not surprised that folks are spending 99 cents for the app. Kraft has delivered a useful and innovative food and recipe tool for the most popular touchscreen smartphone. But with my vast experience with consumer behavior (Marketing 101), I would have thought that Kraft would provide such an advertising vehicle for free (or even coupled with some coupons). Maybe they're using the reverse psychology effect; if they're charging for it, it must not be marketing, right?

Oh wait, this marketing is pure genius. They subliminally encouraged me to give them free marketing with this blog post. And you didn't even have to pay me or Kraft 99 cents.

Regardless of the price or new marketing tactics, the iFood Assistant is worth a lookski. You might even be interested in our vast selection of iPhone app reviews. You'll definitely want to take a gander at our reviews of the best recipe websites, or even cookbook & recipe software. Or you can try a few more tantalizing blog posts:

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