This week, Betty Crocker announced an upgrade to its Cookbook app for iOS users. The new app has 15,000 recipes in a searchable database, and lets users check off ingredients as they add. Cooks can also set the screen to remain unlocked to keep it from getting smudgy from dirty fingers. Parent company General Mills will automatically update the app with seasonal recipes.
Recipes play an large role in what grocery shoppers purchase. According to L2’s Food Insight Report: Recipes 41% of consumers look them up online before shopping, and searching for recipes is the most popular in-store mobile use among grocery shoppers. Brands have been using recipes as a platform to make their way into grocery baskets; 3/4 of brands in L2’s Digital IQ Index: Food have a recipes on their site, but many have failed to scale their recipe offerings across platforms. For example, just 18% of brands feature recipes on a mobile site and app:
And 70% use a desktop site for their tablet recipe page, with just 10% having a tablet-optimized recipe page:
Betty Crocker’s brand site ranked among the top five US food sites, and the iOS app rating (even before the upgrade) was 30% higher than Index brands.
L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List