KEASBEY, N.J. — Wakefern’s ShopRite retail division here has begun offering Cellfire coupons.

The free service enables customers to load coupons directly onto their ShopRite Price Plus Club Card electronically via the web or mobile phone. Once users create an account, they can register their loyalty card number. They then can automatically load coupons to their card. The coupons are redeemed at checkout when the loyalty card is swiped.

Seventeen coupons are currently offered, the majority of which are from General Mills. Savings include $1 off two packages of Pillsbury dinner rolls, 50 cents off one tub of Betty Crocker frosting, and 60 cents off Bisquik, 40 ounces or larger.

“Once you have registered for Cellfire, check back at shoprite.com each week for the latest savings,” ShopRite states in promotional materials.

The Kroger Co., Cincinnati, last year became the first food retailer to offer mobile coupons through Cellfire, San Jose, Calif. Safeway followed suit earlier this year.

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