Entenmann's is tapping into mobile with an iPad application that teaches consumers how to bake their favorite dessert recipes from home.

Although Entenmann?s does have several digital initiatives, such as social media, the company is fairly new to the mobile space. The Entenmann?s Home Baking app breaks down the recipes into bite-size steps for consumers to follow along with.

?If content is digitized like a cookbook, a company that manufactures food can leverage it to other digital hubs as well,? said John Grudnowski, managing partner at FWRD.

?Mobile is also one of the simplest platforms to refresh content on for companies to look at in the long-term,? he said.

Mr. Grudnowski is not affiliated with Entenmann?s. He commented based on his expertise on the subject.

Entenmann?s did not respond to press inquiries.

Sweet deal
The Entenmann?s Home Baking app is available in Apple?s App Store for $4.99.

The app lists out more than 140 recipes for Entennman's products.

Users can search for recipes by ingredient, type of treat or by favorites.

Each recipe gives step-by-step instructions with shopping lists.

The app also features a digital timer to help consumers while baking.

Additionally, users can share their favorite recipes via email.

Users can search for specific recipes in the app

Consumers can also learn about Entenmann?s packaged desserts via the app.

?If I?m a marketer sending a physical cookbook to a consumer, it costs a whole bunch more to print and send it than just to create a digital version of it,? Mr. Grudnowski said.

Mobile cooker
By launching a cookbook app, Entenmann?s is taking a slightly unique spin on mobile by giving consumers access to the its recipes.

A digital cookbook lets consumers learn about the products while also creating their own concoctions in the kitchen.

The app is also heavily branded with the Entenmann?s logo in the upper left-hand corner of pages.

Entenmann?s is not the only food manufacturer using recipes as an anchor to its mobile strategy.

In 2010, Kraft Foods rolled out a massive iPad app with more than 300 pieces of content, including recipes, tips and videos (see story).

Additionally, Betty Crocker recently added an app for Windows Phones (see story).  

?I would wager that in the long term, a company would get greater value from content efficiency and acquisition rather than strictly branding with a cookbook app,? Mr. Grudnowski said.

?True brand value is providing consumers with content that is both valuable and one that consumers have a good experience with,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York