NORTHFIELD, Illinois: Kraft, the US food giant, is continuing to develop its presence on Apple's iPhone, as part of its broader effort to connect with consumers using mobile marketing.

The owner of brands such as Oscar Meyer Deli and Philadelphia first launched its iPhone application, the iFood Assistant, late last year, charging consumers 99 cents (€0.65; £0.60) to download it.

Alongside a diverse mixture of recipes and videos, the device provided a range of other services, such as a virtual shopping list and a grocery store locater.

Not only did this offering become one of the most popular branded "apps" on the touchphone, but Kraft has estimated that 60% of people purchasing it went on to access it frequently in the first six months.

This compares with figures from Pinch Media, the mobile analytics firm, suggesting that just 1% of applications – more than two billion of which have been streamed to date – enjoy regular return usage.

In an effort to build on its success so far, Kraft is now due to launch the iFood Assistant 2.0, boasting fresh features such as seasonal recipes, automatic updates, and a more user-friendly shopping list.

When deciding how to further enhance this platform, it drew on information gained from the "app" itself, as well as from its sister web portal, and a dedicated online community.

Ed Kaczmarek, director of innovation and consumer experiences at Kraft Foods, said it was crucial that "we listened to our customers and their requests."

"Overall, everything we're doing reinforces our commitment to mobile as a strategic marketing channel, and a strategic lever within our overall customer relationship management program," he added.

Later this month, an equivalent application will be made available on Research in Motion's BlackBerry, but this will cost $1.99, the minimum amount publishers are required to charge.

Kraft will seek to gain an insight into uptake and activity levels among this audience in order to assess the long-term viability of this approach, Kaczmarek said.

Data sourced from AdAge; additional content by Warc staff