Charcoal and gas grill giant Weber-Stephen Products Co. is expanding its mobile repertoire with a new Android application that features recipes from its cookbooks.

The Weber?s On the Grill app is designed to educate users on how to become better grillers. The company also has mobile apps for iPhone and iPad devices.

?Weber?s On the Grill has proven to be a huge success in the marketplace with hundreds of thousands of downloads,? said Melanie Hill, social media manager at Weber-Stephen Products Co., Palatine, IL.

?We want to expand on this success by making apps more accessible to more people on more platforms,? she said.

Weber-Stephen Products Co., headquartered in Palatine, Ill., is a manufacturer of charcoal and gas grills, grilling accessories and other outdoor room products sold under the company's Weber, Weber Q and Ducane brands.

Grill me
Via the Android app, users can browse more than 280 grill recipes, as well as recipes for rubs, marinades and sauces.

Consumers can also view tips and techniques to help them with their cooking skills.

The app also features short demonstration videos and gives users the ability to tag favorite recipes.

Additionally, consumers can use the app as a shopping companion and create grocery lists to make sure they have everything they need to make their favorite dinner.

The Weber?s On the Grill Android app is available in Google?s Android Market for $4.99.

?We want to continue to deliver content through apps for those consumers who prefer it in app form, such as grilling tips and recipes,? Ms. Hill said.

Mobile master
Weber has been ramping up its mobile strategy in the past couple of years.

In 2009, the company introduced the Weber?s On the Grill app for the iPhone and iPod touch offering recipes and other content to engage consumers.

With hundreds of recipes from Weber's cookbook library, the app features and a recipe database where consumers can tag favorites and create a master grocery list that you can take to the store (see story).

The company also expanded to the iPad in 2010. Similar to its iPhone and iPod touch cousins, the Weber's On the Grill application for the iPad is connected to a variety of multimedia functions (see story).

?We have also used social media to publicize this Android launch such as our Twitter and Facebook pages,? Ms. Hill said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York