Women?s Health magazine has launched Your Slim-Down Shopping List application, its second brand extension on the iPhone platform.

Your Slim-Down Shopping list provides information about 250 of the healthiest foods and most convenient supermarket finds. For each item, there is a description of the product?s nutritional information such as calories, sodium, fat, fiber and carbohydrates.

?A high percentage of iPhone users are women and they are voracious consumers of applications,? said Michele Promaulayko, editor in chief of Women?s Health, New York. ?We?ve developed two applications, with more in the pipeline, to provide our active, busy readers with the information they?ve come to rely on from us ? no matter where they are.?

Women?s Health is a Rodale publication that launched in 2005 with a focus on every aspect of a woman's life such as health, fitness, nutrition, emotional well-being, relationships, beauty and style.

The application also lets users search for packaged foods for women with specific goals, including weight loss, building muscle, cancer and heart disease prevention and for building stronger bones.

All of the foods were analyzed and selected by the Women?s Health team of nutritionists and then the foods were segmented by their benefits.

Ms. Promaulayko said the application is targeted to on-the-go women who want to make smart nutrition decisions.

Currently the application is free, and it was created with opportunities for sponsors to come on board.

The application was created so the publication can add or exchange ad partners at a moment's notice, without waiting for approval from Apple.

Men?s Health and Women?s Health have been very active in the application arena.

Men?s Health recently launched the Jimmy the Bartender application. It features location-based bar reviews, tips to meet women, drink recipes and a Q&A section. The application is downloadable for $2.99 and is not ad-supported (see story).

In September, Matt Bean, articles and brand editor at Men?s Health, spoke at an Advertising Week panel and urged brands to embrace the mobile application platform (see story).

?Men?s Health and Women?s Health have an aggressive content strategy that starts with the magazines and moves across multiple digital platforms - including iPhone apps - serving the specific needs of our readers,? said David Zinczenko, senior vice president and editor in chief of Men's Health and editorial director of Women's Health, New York.

?We understand, and advertisers recognize, that print becomes even stronger when it?s complemented by multiple platforms,? Mr. Zinczenko said. ?We intend for this kind of app to accompany all of Men?s Healthand Women?s Health tent-pole features.

?We're following the eyeballs of our readers, and those eyeballs and fingers are on touchscreens more and more every day,? he said.