Kraft has seen the number of downloads for its "iFood Assistant" mobile app triple since changing it to a free item in December, Ed Kaczmarek, director of innovation and new services for the CPG giant, told ClickZ. He declined to disclose actual numbers.

Prior to the switch, the smart phone app had cost 99 cents per download since launching a few years ago, while offering food-related content such as recipes and dinner ideas. The push the app has received on Kraft properties hasn't changed significantly, Kaczmarek explained, stating that eliminating the price tag was the key to its usage increase. Premium content is available for a fee.

"We got to a threshold," Kaczmarek said. "And for our brands, they wanted more consumers. I think we learned is that the best model is the 'freemium,' where you establish a free base and offer premium content. That's where we think the sweet spot is."