Editor’s Note: This article is an excerpt from one of RetailWire’s recent online discussions. Each business morning on RetailWire.com, retail industry execs get plugged in to the latest news and issues with key insights from a "BrainTrust" of retail industry experts. The iFood Assistant from Kraft Foods now ranks among iPhone's top 100 paid apps, and number three in the lifestyle category. Consumers have to pay a one-time 99-cent fee for the app, sit through ads and even provide Kraft with real-time selling data. But Advertising Age said the app has clearly caught on because it's "actually useful."