New Food Products

Kraft plants recipes on your iPod


Sep 01, 2005

Kraft is hopping aboard the podcasting phenomenon by offering owners of Apple iPods the ability to carry a library of more than 100 Kraft-inspired recipes with them wherever they go.

Kraft’s web site ( has a "Greatest Hits of Summer" landing page that offers a download that includes grilling ideas, desserts and other recipes that feature Kraft ingredients. Users can browse recipes using the iPod's scroll wheel and look up ingredients while at the grocery store.

“Because Kraft consumers have busy lives and demanding schedules, we liked the idea of being able to provide them with food ideas and resources wherever they might need them," Ian Smith, director of global digital marketing at Kraft, told ClickZ News.

The Kraft recipe files use the iPod Notes feature, stored separately from audio files on the player and take up less than one megabyte of space. Smith said Kraft will develop additional downloads if there is continued positive consumer response and interest.

Podcasting is a method of publishing via the Internet, allowing users to download music or text files. It became popular in 2004 largely due to downloading of songs onto portable players. Apple’s iPod is the leading hand-held computer in the field and gave rise to the term podcasting. The Kraft promotion is one of a limited number of iPod applications that don't use audio.

"In evaluating this opportunity, we considered iPod's broad appeal, personality and leadership in the digital music player category," said Smith. The direct link is