Kroger Houston Division Makes Multi-Million Dollar Investment to Lower Prices on more than 3,000 items

Items can be identified by the new “Low Price” sales sticker

HOUSTON, TEXAS – May 15, 2018 –  Today, Kroger’s Houston Division announced a multi-million-dollar investment to lower prices in its 110 stores throughout Greater Houston, southeast Texas and southwest Louisiana. Stores are now decorated in yellow to highlight the company’s new plan to help provide “lower prices” by reducing prices on everyday essential items.

The reduced-price items include more than 3,000 grocery, organic and natural foods. The items are identified by their yellow “Low Price” stickers.

“This investment is designed to provide customers more for their grocery dollars,” said Rachel Ross, Houston Division Vice President of Merchandising. “It is always our goal to provide quality food at affordable prices. Our customers will find price reductions on every aisle in each of our stores.”

The effort is part of Restock Kroger aimed at redefining the food and grocery customer experience by accelerating digital and ecommerce efforts, applying customer data and personalization expertise to even more aspects of the business and building on the outstanding growth of the company’s Our Brands portfolio. Kroger has invested more than $4 billion in price since 2001.

In addition to the price reduction on grocery, customers can still take advantage of Kroger’s Fuel Rewards Program. By shopping at Kroger, customers can earn up to $1 off per gallon at any Kroger Fuel Center. Plus, the Houston Division has dedicated $1.5 million to support local nonprofits, schools and churches through its Community Rewards Program. Nonprofits can sign up for Community Rewards by visiting

Kroger operates 110 stores, 106 pharmacies and 81 fuel centers retail food stores in Greater Houston, Beaumont-Orange, Bryan-College Station and Southwest Louisiana. Our 17,794Houston division associates are dedicated to our Purpose: to Feed the Human SpiritTM, serving the region through food inspiration and uplift, and creating #ZeroHungerZeroWaste communities by 2025. To learn more about The Kroger Co. (NYSE: KR), visit our newsroom and investor relations site.