Kraft makes money with IT technology

Kraft's iFood Assistant , a 99-cent application, wich offers recipe tips and help creating custom shopping lists — while providing feedback to Kraft on what users are buying.

Food giant worked with top interactive
agency Genex, a division of Meredith Corporation, to create this
dynamic iPhone application for iPhone and iPod touch. The application
costs only 99 cents and offers users access to food and meal planning
ideas. Users need to sign in to Kraft Foods before downloading
recipes and shopping lists, that information is sent directly to the
company, allowing Kraft to gather information on which recipes are
the most popular and which ingredients are most used. Kraft is using
the data to understand when and how consumers are shopping, what
they're making, and which ingredients they prefer.