It appears that the Kraft IFood Application, which I have used and reviewed, is a success, see this AdAge article:
" ... One of the coolest apps on the iPhone isn't Pandora or Facebook: It's recipes and shopping lists for Kraft singles, Jell-O gelatin and Minute Rice. Yes, enough Kraft Food devotees are actually paying to be marketed to on their beloved iPhones that the company's iFood Assistant is now one of the device's 100 most popular paid apps, and No. 2 in the lifestyle category. With its endeavor, Kraft is pulling off a rare trick: getting consumers to pay a one-time 99-cent fee for the app and also sit through ads on it. And in the process, it's collecting useful data for targeting them more closely ... ".
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