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Food Network sweetens mobile repertoire with iPad app

Food Network has rolled out an iPad application that centers around cupcakes and lets consumers find recipes and ideas to make their favorite treat.

Food Network Cupcakes iPad app features tips, videos and photos. The app is available for download in Apple?s App Store for $2.99.

?Fans of Food Network love cupcakes so we wanted to create an app that would inspire them, teach them, and just simply make them crave their next cupcake,? said Bob Madden, general manager and senior vice president of online brands at Food Network, New York. 
 
Sweet treat
The Food Network iPad app features more than 100 original cupcake recipes and ideas, frosting recipes from the company?s talent and even instructions on how to make each cupcake gluten free.

Users can browse recipes

Additionally, the app includes recipes from the winning cupcakes from Food Network?s ?Cupcake Wars? show.

Through the app, users can browse cupcake categories such as Cupcake Centerpieces, Cupcakes for Dinner and Hall of Fame.

The app also features how-to videos and gives users tips and tricks on how to decorate their cupcakes.

Consumers can browse tips

Word of mouth
Food Network is promoting the app across all of its platforms, including on-air during an episode of Cupcake Champions and through promotional spots across the network.

The company is also promoting the app through its magazine, Web site and social media channels such as Facebook and Twitter.

?Our mission is to connect our fans to the joy and power of food, so our strategy for apps will continue to do just that, providing inspiration and sharing helpful tips,? Mr. Madden said.

?Whether they are commuting home and in need of an idea, at the grocery store shopping and looking for ingredients or in their kitchens, we want to be at the ready for bringing our audience information they are looking for,? he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York