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Kraft Foods Puts Delicious Food Ideas at People's Fingertips

New Offerings Give Every Mobile User On-the-Go Access to Kraft Foods' Meal Planning and Recipe Content

NORTHFIELD, Ill., Dec. 2 /PRNewswire-FirstCall/ -- Just in time for the holiday cooking and entertaining season, Kraft Foods (NYSE: KFT) today announced new mobile offerings to give people meal planning solutions, whenever and wherever needed. Just one year after the launch of its iFood Assistant, the company is expanding the current application to include iFood Assistant 2.0 with enhanced content for iPhone and iPod touch users and iFood Assistant LITE for BlackBerry® and iPhone and iPod touch users. In addition, Kraft Foods is now offering enhanced mobile access to its Web sites to easily browse recipes with any Web-enabled phone.


Kraft Foods' latest innovations are convenient mobile solutions that extend beyond the store shelves. The company listened to consumer feedback and researched real-life use of its products to create mobile options for everyone with Web access.

"People are looking for tools and technology that can keep up with their multitasking and on-the-go lifestyles. Our innovations focus on meeting their needs while making their lives easier and more delicious," explains Ed Kaczmarek, Director of Innovation, Consumer Experiences at Kraft Foods. "Our new suite of mobile offerings gives consumers access to recipes, meal planning and preparation advice across many mobile platforms. We want the information to be available to all mobile users."

Since its launch in late November 2008, the iFood Assistant has become an indispensable food tool for recipes, meal planning and shopping needs. It claimed a spot on iPhone's top 100 paid apps list and the No. 2 spot in the Apple App Store Lifestyle section. And now, the iFood Assistant 2.0 will be available for the first time in Canada.

"We're very pleased with the response to the iFood Assistant. And we're particularly proud of our user engagement. More than 60 percent of the users are still engaged with the app, six months after they download it, which is a great result," explains Ed Kaczmarek.

Convenience Right at Your Finger Tips

Developed by mobile specialists The Hyperfactory and Meredith Integrated Marketing, the iFood Assistant 2.0 builds on the functionality of the original. It features offline access to unique features, including Shopping List, Recipe Box, and Daily Recipes; the ability to set alerts for "Recipe of the Day", "Dinner Tonight" and "Special Offers"; new content including a "Holidays & Entertaining" section and expanded "Budget Wise" section. iFood LITE gives users a free taste of the application's basic features, such as recipes, tips, and is available for iPhone, iPod touch and BlackBerry® devices.

iFood Assistant 2.0 is now available for iPhone and iPod touch users for $0.99 by visiting the iTunes App Store or at iFood Assistant LITE is also now available at no charge from the App Store. Beginning mid-December, the LITE app for BlackBerry users can be downloaded through App World. Mobile users with Web-enabled phones can also access Kraft Foods' sites at,, and

About Kraft Foods

Kraft Foods ( is the world's second largest food company with annual revenues of approximately $40 billion and sales in more than 150 countries. For more than a century, we've been inspired by consumers to deliver delicious foods that fit the way they live. From American brand icons like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar Mayer meats, to global powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Cote d'Or, Lacta and Toblerone chocolates, we're proud that our brands deliver millions of smiles a day. Kraft Foods (NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index and Ethibel Sustainability Index.

Forward-Looking Statements Safe-Harbor

This press release contains forward-looking statements that our Research, Development and Quality function is central to achieving Kraft's plan to rebuild our brand equity, strengthen our portfolio and deliver improved financial results and that we are actively searching for outside partners to strengthen our innovation capacity and capability to drive growth. These forward-looking statements involve risks and uncertainties that could cause actual results to differ materially from those predicted in any such forward-looking statements. Such factors, include, but are not limited to, continued higher input costs, pricing actions, increased competition, increased costs of sales, our ability to realize our expected cost savings, a shift in our product mix to lower margin offerings, risks from operating internationally, and tax law changes.

For additional information on these and other factors that could affect our forward-looking statements, see our filings with the SEC, including our most recently filed Annual Report on Form 10-K/A and subsequent reports on Forms 10-Q and 8-K. We disclaim and do not undertake any obligation to update or revise any forward-looking statement in this press release.

Apple, the Apple logo, Mac, Mac OS, Macintosh, iPod, Multi-Touch, iTunes and Apple Store are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

BlackBerry®, RIM®, Research In Motion®, SureType®, SurePress(TM) and related trademarks, names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. Used under license from Research In Motion Limited.

Jennifer Tullo
(312) 233-1361
[email protected]

Valerie Moens
(847) 646-3638
[email protected]

SOURCE Kraft Foods

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