BHF appointed Precedent to create the app in January, on the strength of its work on the charity’s online recipe finder earlier this year.
The app is being targeted at cyclists – because ’they use their iPhones when they’re out and about a great deal’, says BHF digital media officer Corinne Pritchard – as well as those looking to tailor their diets to medical requirements such as diabetes, high cholesterol and high blood pressure.
Users can search 130 recipes by medical condition, or use the ’Inspire me’ function to shake the iPhone and bring up a random recipe.
’The app had to look quite different to the Web-based recipe offer we have, because we needed it to have real portability,’ says the spokeswoman.
Further functions include being able to e-mail recipes to a friend, store favourites and rate recipes. Another feature will allow users to create shopping lists of ingredients.
’We needed to consistently carry the brand identity throughout the app,’ says Precedent senior designer Simon Braun.
The consultancy worked closely with BHF’s in-house design team on the brand guardianship aspect of the app, according to the charity.
The app, which will become available in the next few days, is free to download. BHF claims that when it started the project, its research showed that this is the only recipe app available with its nutritional search and other features.
’Digital platforms are proving to be an increasingly effective way of communicating with our audiences,’ adds Charmaine Griffiths, multimedia project director at BHF.