For Hy-Vee shoppers, locating pie crust can now be as easy as saying "pie." The Midwestern supermarket chain has launched a mobile app for customers, making shopping easier, faster and more social.

The smartphone app offers a number of interactive features to help customers with meal planning and preparation, gain access to store and pharmacy information and more.

The app allows customers to:

Locate Products: Customized by store, the voice-activated Product Locator leads customers directly to the aisle and shelf of the product they're looking for.

Browse Weekly Ads, Search Recipes and Build Shopping Lists: Customers can create shopping lists on the go, and even browse through recipes and the store's weekly ad, transferring items they want to purchase onto their list.

Shop: Catering, floral and bakery items are available for purchase with just a few clicks.

Interact with Hy-Vee via Social Media: The app make it easy to engage in Hy-Vee's social media channels, and even report out-of-stock items via Twitter.

"We decided to jump into the social media conversation and make our stores easier to navigate by developing an app that helps you find the foods you're looking for faster, and even tweet about what's missing on our shelves," said Ruth Comer, Assistant Vice President of Media Relations for Hy-Vee. This app gives us another way to communicate with customers, and fulfill our mission of making lives easier, healthier and happier."

The free app, available for the leading smartphone platforms, is built on the AT&T Mobile Enterprise Applications Platform utilizing Taqtile Mobility's SHINGLE solution for retail. AT&T Mobile Enterprise Application Platform (AT&T MEAP) is a comprehensive suite of products and services that enable companies to design, build, deploy and manage dynamic mobile applications.