Kraft, the US food giant, is continuing to develop its presence on Apple's iPhone, as part of its broader effort to connect with consumers using mobile marketing.

The owner of brands such as Oscar Meyer Deli and Philadelphia first launched its iPhone application, the iFood Assistant, late last year, charging consumers 99 cents to download it.

Alongside a diverse mixture of recipes and videos, the device provided a range of other services, such as a virtual shopping list and a grocery store locater. Not only did this offering become one of the most popular branded "apps" on the touchphone, but Kraft has estimated that 60% of people purchasing it went on to access it frequently in the first six months.

In an effort to build on its success so far, Kraft is now due to launch the iFood Assistant 2.0, boasting fresh features such as seasonal recipes, automatic updates, and a more user-friendly shopping list.

Read more at warc.com