Kraft Foods launches mobile recipe and shopping list service

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Kraft Foods has launched a mobile internet site at m.kraftfoods.com that offers consumers access to recipes on their mobile, in their kitchen or the grocery store.

The site, developed by US mobile communications agency Phonevalley, lets customers search an extensive database of recipes by ingredient or meal category and then create shopping lists of the ingredients needed.

“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 US” says Ed Kaczmarek at Kraft Foods. “Last year we introduced iFood Assistant for iPhone and iPod Touch so we see this as yet another way to reach people any time, anywhere.”

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