Gerber Baby Products is lending its cereal boxes to other brands that want to reach new moms.

The company will put coupon booklets on 2.5 million packages of Gerber rice and Gerber oatmeal infant cereal.

Gerber is talking now with potential partners for the on-pack program, which is slated to run in the fall.

The brand has 90% household penetration among families with kids 4 to 11 months.

Partners Marketing, St. Charles, IL, handles the program for Fremont, MI-based Gerber.