iphone4_heroHow and where you reach your target market has changed dramatically over the past 20 years. In recent years, more and more food ingredient companies have embraced the Internet and social media. One innovative phenomenon is iPhone applications. A successful example of this is Kraft’s new application called the iFood Assistant. iFood offers consumers how-to videos, recipes, a built-in shopping list and much more. Within two weeks of its launch, it was the 25th most purchased application on iTunes in the U.S. And in six months, it generated 85% continued consumer engagement. While the i

Food application is targeted toward consumers, it goes to show that applications are the wave of the future and can help you reach your company’s target market. Explore the iPhone application option, revolve it around what your buyers are interested in, and join Kraft in experiencing a new and successful medium.

(Kraft iFood stats were provided by Irene Rosenfeld. Watch highlights from her presentation on How Brands and Consumers Have Changed at foodprocessing.com.)