Kraft iPhone Application -- Will There Be Any Takers?

(MoneyWatch)  Kraft last week launched the food industry's first branded application for the iPhone. The iFood Assistant provides more than 7,000 recipes, creates editable shopping lists and gives directions to local grocery stores.

Users can rate the different recipes and provide feedback. And, naturally, while they're waiting for the information they want, they can see picture ads for various Kraft products.

Because the application could actually benefit Kraft, it's been argued that the smart thing to do would be to offer it for free. Instead, Kraft has opted to charge 99 cents for the download.

As to whether people will actually use it, a Kraft spokesman was "unable to provide specific numbers" today on how many people have downloaded the application since its release last week. But a Kraft Recipe Assistant launched earlier on Facebook did not attract many users.

However, that's Facebook, where branded applications have for the most part all been flops. This is the first time a company has tried this kind of thing for the iPhone, and that could prove to be much more useful -- especially if Kraft stays on the ball when it comes to responding to customer feedback.

Which they could. A Kraft spokesperson told BNET via email, "iFood Assistant was designed with the flexibility to evolve over time with the potential for partners joining to provide additional content and tools."