Branded Utility Worth Paying For

Kraft has long helped busy people plan their meals. Now, the foods giant is helping busy people with an iPhone and $.99 plan their meals.
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Ad Age spoke to Ed Kaczmarek, director of innovation-new services at Kraft Foods, about the brand’s decision to charge for their iPhone App.

We look at iFood Assistant as a natural evolution from product to service. We look at it as providing the consumer with a service that’s of value, and we feel the 99 cent price, which is the same as a song, is a minimal cost, but it also signifies the content is more premium.

Kraft is also looking ahead to “in-app commerce” and that particular feature is not available to free Apps in the Apple store.

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.