Recipes on Your Cell Phone

Sweden's popular food website Recept.nu, which was launched in Nov. 2007 by afternoon daily Expressen and TV4 Group, has been one of the country's biggest food sites since last year, with some 340,00 unique visitors weekly.

The site has now launched a version for cell phones. Along with some 17,000 recipes, subscribers can get special rebate offers and even coupons on their cell phones that are directly connected to specific recipes. The mobile solution was developed by TV4 Expressen Mobilab in cooperation with Kuponginlösen, the clearing organization for coupons, refunds and returnables for the trade association Grocery Manufacturers of Sweden.

"Recept.nu is the first traditional media service that completely integrates a practical consumer service for the benefit of consumers, food producers and retailers," says Otto Sjöberg, CEO for TV4 Expressen Mobilab.