Kroger Co. is partnering with five major CPG marketers -- Procter & Gamble Co., Clorox Co., Del Monte Foods, General Mills and Kimberly-Clark Corp. -- for the beta launch of a wireless coupon service that uses Cellfire, a marketing application for mobile phones. Rather than clipping coupons from newspapers, shoppers can store discount offers on their phones and redeem the items at Kroger outlets, according to this article.

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