The color palette deserves a pause, as not only particular attention has been given to the background colors, but also a great deal of thought is reflected in the choice of specific colors for the various texts and headings. The sensation of flair comes from the assemblage of those minute details, however low-tech.

Surfing through the site, the visitor will enjoy the same consistent experience. The pastel color choices remain the same, targeting the audience without clashing with the featured portfolio brands.

Besides recipes, noteworthy features include Product Info and a Recipe Box. If the former is self-explanatory, the latter is a smart way of creating some interactivity with the visitor. The Recipe Box allows one to store and retrieve favorite recipes, whether personal ones (up to 100) or from Kraft. The registration process is in line with the overall browsing experience: painless and respectful. To illustrate this point, it is worth mentioning that the visitor is not asked to provide a last name and the newsletter(s) options are off by default.

Being a Kraft site, it is requested that recipes be listed with generic names or Kraft products (an illustrated list of Kraft products is provided for convenience). The system's usability is simple and would probably work fine for most occasions. Personal recipes can also be shared with online groups, called Recipe Connection and Cookie Connection, or submitted to "Food & Family.”

This website overflows with relevant information and tools, such as a calorie burn calculator, and Kosher or diabetic product information. All is generally treated in the same consistent manner.

Kraft has been well advised not to mix its recipes and consumer support pages with other corporate and career information (available at kraft.com). KraftFoods.com is a remarkable tool that manages the dual feat of respecting the brands under its umbrella, and fully serving a well targeted audience of home cooks.