Care for cooks in a quandary

Paul Nuttall, the founder of Mobirecipes and author of Bravo! the stylish man's guide to Italian cooking (which he produced under his Italian name, Paolo Liberti), says that his company's research indicated that around 75% of people do not know what to cook for their family's evening meal. So they bounce from one supermarket aisle to the next in a desperate search for inspiration.

“Now, however, they can get all the ideas, ingredients, cooking instructions and colour photographs on their mobile phone. It's like a pocket recipe book but better as Mobirecipes also suggests a daily recipe. All this for just over R2 a day," he says.

Six days a week, a special recipe-of-the-day title is sent by SMS to subscribers, and below the title is a one-click link to the company's wap site, with all the details of the dish, plus another 20 options. Moreover, the recipes are changed every month, but cooks in a quandary can still refer back to earlier recipes whenever they like.