Nestle USA, Inc. has selected Fry Multimedia, Inc., to design, develop and host its “Very Best Baking” Web site, which was launched recently. Fry is the interactive agency that develops and hosts standard-setting e-commerce sites for such retailing giants as, Crate & Barrel, Eddie Bauer and Coach.

Nestle’s “Very Best Baking” site brings together the Nestle Carnation Milk, Nestle Toll House, Libby’s® Pumpkin and Albers® Corn Meal brands into one dynamic site designed to be a resource for America’s 15 million active baking households. Fry created the concept and designed and produced the site, which features hundreds of recipes, baking tips and personalized recipe boxes for baking enthusiasts as well as beginners.

Said Diana Madrigal, associate creative director at Fry, “We designed and produced the site for people who love to prepare and enjoy fresh-baked goods. With over 500 recipes, site visitors can try something easy, such as a batch of original Nestle Toll House Chocolate Chip Cookies, or the Vermont Spice Cake recipe, which is a bit more challenging. By integrating their premier baking brands in to a single baking portal, Nestle USA has created a dynamic online baking resource for all levels of bakers. We also included a lot of fun family oriented kitchen activities.”

Among’s capabilities is a registration feature that allows users to store favorite recipes, email recipes to friends and family and receive a monthly e-newsletter, “Very Best Baking Times,” which is co- produced by Fry and Nestle.

Ken Crites, e-Business Marketing Manager for Nestle’s Prepared Foods and Baking businesses, said: “Fry is one of Nestle’s preferred interactive agencies. Fry’s Web leadership, particularly in the area of packaged goods, has been evident in our previous ventures together. With Fry as a partner on, we believe we can attract a large user base among America’s 15 million active baking households. In fact, over the coming months we expect to double our traffic and substantially increase the average visit time per user.”

Nestle will begin to prominently feature the web address on the packaging of each of the brands in Nestle’s Baking division: Nestle Carnation Milk, Nestle Toll House, Libby’s Pumpkin and Pumpkin Pie Mix and Albers Corn Meal. Additionally, there will be a link to from the site.

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Fry Multimedia is an award-winning e-business-consulting and development firm ranked as one of the top 20 Web developers in the nation by ZD Internet Computing magazine. The firm employs over 250 people at its Ann Arbor (Michigan), New York City, Chicago, Washington D.C. and Seattle offices, and has a track record of delivering powerful e-business solutions to world-class international online brands. Clients include Nestle USA,, Godiva Chocolatier, Harrods and Eddie Bauer. Established in 1994, Fry remains privately owned and profitable and maintains an equity relationship with Summit Partners, a leading Venture Capital firm.

For well over a century, Nestle has been making the very best food and beverage products for families around the world. In the U.S., Nestle’s well-known brands include: Nestle®, Carnation®, Stouffer’s®, Stouffer’s® Lean Cuisine®, Nescafe®, Libby’s®, Buitoni®, Nestea®, Taster’s Choice®, Ortega®, Nestle Crunch®, Butterfinger®, and Nestle® Toll House®. Headquartered in Glendale, Calif., Nestle USA has 19,500 employees, $8 billion in sales and is part of Swiss-based Nestle S.A. — the world’s largest food company.