Waitrose has moved into the mobile space with the launch of its first ever iPhone app and mobile website.The app and channel have been designed in response to more and more users accessing Waitrose.com through their mobile devices and demand for easier access to the Waitrose brand through digital channels.

They will build on the retailer's existing successful online presence and help broaden the reach of the food chain's Delia Smith and Heston Blumenthal partnership1.

Both the iPhone app and mobile site will offer users a wide range of exclusive recipes, including Delia and Heston dishes and details of the latest special offers available in-store. They also have GPS branch finders using the current location of a mobile phone, so customers can find their closest Waitrose shop and its opening hours at the touch of a button.

The iPhone app features a number of additional functions which work well with the phone's ‘touch and tap' ability including an easy to use shopping list function which organises products by aisle or recipe.

Alongside the recipes there is a cooking timer function while a ‘Cook's tools' function contains even more helpful features including weight conversion charts, seasonal food information, a food and wine matching guide, a nutritional information guide, plus how-to videos.

Nick Marley, Head of Web Selling & Online Marketing at Waitrose, says: "Our first ever mobile tools will be key in helping us develop an ongoing dialogue with our customers and interact with them in new and exciting ways. We are confident that iPhone and mobile users will enjoy the easy-to-use functions which will enhance the in-store shopping experience, and that the mobile will become a handy alternative in the kitchen to the traditional recipe book. We're already looking at expanding on these platforms further in the not so distant future, to include additional features such as online shopping."

The Waitrose app can be downloaded to the iPhone, iPod Touch or iPad free of charge from the app store. Other mobile handset users can view the Waitrose mobile site by simply visiting waitrose.com on their mobile. To find out more visit waitrose.com/mobile.