Catalina, which is backed by Berkshire Partners and Hellman & Friedman, has agreed to acquire Cellfire, a provider of load-to-card digital coupons in the consumer packaged goods market. The deal is reported to be $100 million, funded through cash on hand and an undrawn revolver. Reaching more than 22,000 stores across the U.S., Cellfire helps companies deliver coupons and other offers to consumers, automatically loading customers' loyalty savings cards, while driving and measuring in-store purchases. Cellfire will operate under the Catalina umbrella, retaining its name, all full-time employees and its Silicon Valley headquarters. Berkshire bought Catalina for $2.5 billion from Hellman & Friedman, which remained a significant backer, in April.