CHARLESTON, W.Va.- West Virginia's Kroger stores rolled out a new price campaign during the weekend that will offset the termination of doubling coupons, a spokesman said Wednesday.
The Mid-Atlantic Division of Kroger, which includes Virginia, North Carolina, West Virginia, eastern Ohio and parts of Tennessee and Kentucky, lowered the prices of thousands of items on Sunday in a price campaign that Carl York, spokesman for the region, called "exciting."
"We looked at our data at items that customers buy most often and those are the ones we lowered," York said. "We've never done something like this before. This is a big undertaking and investment and we think the timing is right."
Kroger has reduced prices in the past in different departments, but this is a bigger commitment, York said.
The multimillion-dollar campaign will lower prices in grocery, produce, organics, natural foods and general merchandise.
For example, Kroger cut the cost of mangos, avocados and roma tomatoes to 99 cents. A 100-ounce Tide Detergent has been marked down to $11.99, York said.
York said the money customers would save while shopping for these cheaper items will make up for the elimination of double coupons.
Beginning May 12, Kroger will no longer double the value of coupons.
Kroger, one of the world's largest retailers, will still accept manufacturer's coupons.