Coupons for bleach, diapers and toilet paper are coming to the phone, targeting 25 to 34-year-olds, who likely have growing families, but may not read newspapers or take time to clip coupons. Procter & Gamble, Clorox, Del Monte, General Mills and Kimberly-Clark are teaming with Kroger and mobile coupon company Cellfire for what is being called the biggest test of wireless coupons to date, Adage reports.

To access the coupons, consumers will have to download Cellfire to their cellphones, which allows them to search for discounts. If the shopper sees something interesting, they can check it off on the phone to create a shopping list. The discount is applied at the Kroger check-out, where a customer is identified by his or her loyalty-card number. The service is available through all major carriers; Kroger is expected to promote the program in the stores. Cellfire works with other retailers including Hardee’s, Hollywood Video, Taco Bueno and 1-800-Flowers.

The packaged goods companies wouldn’t discuss financials, but said the mobile coupons will likely work if they pencil out. But what about user adoption? Roger Entner, SVP at IAG Research, said mobile couponing is the future because they can never be forgotten at home. 

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