General Mills is giving cooking enthusiasts thousands of recipe ideas via its Betty Crocker Cookbook for Windows Phone application.

Users can search for recipes in categories ranging from appetizers to entrees, as well as side dishes, desserts and drinks. The app is also available for iPhone, iPad and Android devices.

?We understand that meal inspiration can come at home, at the store and many places in between,? said Mike Bettison, interactive marketing manager at General Mills.

?Consumers want to find easy-to-prepare, trusted recipes not only in traditional cookbooks, but with a range of mobile and online resources,? he said. ?Betty Crocker?s goal is to be accessible wherever, whenever and however they need us.?

Betty Crocker and the red spoon symbol appear on more than 300 General Mills products including ready-to-spread frostings and mixes that make some of the country?s best cakes, brownies, cookies, muffins and other baked goods.

Food for thought
The app lets users browse by main ingredients or find ideas based on the ingredients that they have on hand.

Users can also save their favorite recipes for future reference and share them via email with friends and family.

Additionally, food enthusiasts can browse high-resolution food images and look at the step-by-step cooking and baking instructions.

?Mobile Internet use is obviously growing and is emerging as a critical tool in meal planning,? Mr. Bettison said.

?Responding to that trend, we?ve developed extensive mobile content and packages in recent years ? from the new Betty Crocker Cookbook for Windows Phone; to our apps for Android, iPad and iPhone; to our mobile site,? he said.

Mobile is key
General Mills and Microsoft teamed to launch the Betty Crocker Kitchen Assistant desktop tool in 2009.

Recipes from the Betty Crocker Cookbook are also available via Android, iPad and iPhone mobile apps and at the company?s Web site.

The company believes that the Windows app takes advantage of the phone?s design and provides an engaging user interface.

?Betty Crocker might be a legendary icon, but she is innovative and embraces current trends,? Mr. Bettison said.

?For example, search ?Gluten Free? with our mobile apps, and you?ll  find a lot of great ideas, including soups, sides, main dishes and desserts ? all with high-res images and step-by-step directions,? he said.