The canned food industry has launched what it believes to be the first free recipe iPhone app, with video recipe demonstrations by celebrity chef James Martin, to help increase the popularity of canned foods.
The u.can cook app engages with the so-called i-generation and the growing use of digital media channels to access information.
A spokesperson for the industry association Canned Food UK told Packaging Today: “The total canned food market continues to grow in value, especially in the ready meal, soup and fish sectors. Canned Food UK aims to further increase the appeal of canned food to consumers, and the app is part of this campaign. Its members, which include packaging manufacturers, have been very much kept in the loop on the app, both in development and since it has launched, and they are free to promote the app.”
Steve Thomas, Chairman of the association, added: “The food and packaging industries have always been extremely innovative in communicating directly with consumers, and we feel that an iPhone app is a simple and accessible way to achieve this.”
