Consumers Gain an Easier, More Convenient Way to Save on Groceries by Using

                       Coupons on Their Mobile Phone



    SAN JOSE, Calif. and ATLANTA, July 29 /EMWNews/ -- Cellfire Inc.,

the only nationwide mobile coupon and discount offer service, today

announced the availability of mobile grocery coupons in partnership with

Kroger, the nations largest traditional grocer, and more than a half-dozen

leading consumer product manufacturers. For the first time, consumers can

achieve savings on individual grocery items using their mobile phone. The

new capability is presently available to Kroger consumers in Georgia, South

Carolina, Eastern Tennessee and Alabama, and includes savings on dozens of

brands from leading consumer product manufacturers: Clorox, ConAgra, Del

Monte, General Mills, Kimberly-Clark and Unilever.



    "We're constantly seeking new innovations to provide our customers with

more ways to save," said Glynn Jenkins, director of communications of the

Atlanta Division of Kroger. "With Cellfire, the ability to access grocery

coupons using their cell phone helps our customers to save both time and

money, resulting in a satisfying shopping experience that truly delivers on

our 'customer first' promise."



    For consumers, mobile coupons eliminate time-consuming paper coupon

clipping, the hassle of printing online coupons, and the inconvenience of

having to remember to bring them to the store and use them at checkout.

With mobile coupons consumers can discover savings wherever they may be: at

home, at work or on the go.



    To get started with the Cellfire mobile coupon service at Kroger,

consumers register with Cellfire and link their Cellfire account to their

Kroger Plus card. Consumers view coupons within Cellfire on their phone and

the coupons they select to use are automatically loaded to their Kroger

Plus card. Consumers simply shop, use their Kroger Plus card at checkout,

and discounts on qualifying items are automatically applied. Once the

coupon is used or it expires, it is automatically deleted from the

consumer's phone and Kroger Plus card.



    Advertisers have been slow to embrace online coupons due to fraud and

security concerns, but with Cellfire mobile coupons, fraud and

mal-redemption is less likely because redemption occurs digitally in a

closed-loop. Advertisers also have complete control and can quickly present

new coupons based on prior offer performance. They also gain unique shopper

insight from aggregated redemption data that's not available via other

coupon distribution channels allowing them to better serve consumers.



    "Mobile couponing is a winning initiative for us. Cell phones are

always with the consumer and association with the grocer savings card makes

it simple and convenient," said Karl Schmidt, director of promotional

marketing at General Mills. "Plus, mobile is an exciting new medium that

extends our reach and influence to a younger generation of shoppers who are

less inclined to clip coupons from newspapers, circulars, or direct mail."



    As food and gas prices continue to rise and the economy experiences

slow growth, more consumers are re-discovering the value of coupons. CMS, a

leading coupon processing agent for grocery brands, reported that Americans

redeemed 2.6 billion manufacturers' coupons in 2007, which is the first

time in 16 years that coupon redemption remained constant instead of

continuing it's year-over-year decline. Mobile coupons now make these

savings even more accessible.



    "By partnering with the number one traditional grocery chain in the

U.S. and serving coupons from the top packaged goods manufacturers in the

world, we're making it even easier for consumers to stretch their dollar

during this period of economic uncertainty," said Brent Dusing, CEO of

Cellfire. "At a time when consumers are most interested in saving with

coupons, we're delivering a solution that literally provides savings in the

palm of their hand through coupons on their mobile phone."



    To enjoy the Cellfire savings at Kroger, consumers can visit

Cellfire.com or they can send a text message with the keyword KROGER to

22888, to receive instructions on how to access the offers on their phone.

New grocery offers will be available on Cellfire every two weeks.



    Consumers access the Cellfire mobile coupon service through an easy to

use mobile application that resides on their cell phone or through a mobile

Web browser. New offers are added frequently, and users can access the

Cellfire service at their convenience to discover and use discounts

specific to their geographic area. Coupons are displayed in an organized

manner, allowing consumers to navigate through coupons by category and

select the offers they want to use. Cellfire is a free service, although

standard data or usage charges may apply depending on the carrier or data

plan.

    About Cellfire



    Cellfire provides consumers with convenient discounts directly on their

mobile phones. Cellfire is the first nationwide mobile coupon and discount

offer service that allows consumers to easily access deals from brand-name

merchants nationwide through their cell phone. Founded in January 2005,

Cellfire is headquartered in San Jose, Calif. For more information or to

download Cellfire, visit http://www.cellfire.com.



    About Kroger



    Kroger, one of the nation's largest retail grocery chains, is honored

to celebrate its 125th anniversary in 2008. Kroger's Atlanta Division is

headquartered in Atlanta, Georgia and is one of the southeast largest

retail grocery chains with over 216 stores covering, Georgia, Eastern

Tennessee, Alabama and South Carolina. The Company focuses its charitable

efforts on hunger relief, K-12 education, women's health initiatives and

local organizations in the communities it serves. For more information

about Kroger, please visit http://www.kroger.com.