Kroger’s first-ever “customer appreciation” sale begins as merger proceedings enter their fifth week

Kroger has a big week ahead of it, starting Monday with the first day of the third antitrust case challenging its proposed merger with Albertsons – this time in Colorado.

Starting on September 30, the grocery giant will go before a judge again to argue that the $24.6 billion acquisition deal is necessary to compete with Walmart, Amazon, Costco and other retailers that the company says are rapidly gaining market share compared with pure fun. grocery stores.

Once this case begins, Kroger will defend itself in three different legal challenges to the deal – one brought by the Federal Trade Commission and supported by nine attorneys general, which began in late August and is pending in U.S. District Court in Portland, Oregon.; the second, which began in mid-September in Washington, brought by state Attorney General Bob Ferguson; and the third in Colorado brought by state AG Phil Weiser.

Amid an in-depth analysis accusing Kroger of overcharging customers on staples like eggs and milk, which the company has vehemently denied, the grocery giant appears to be going on a charm offensive with its customers by holding sales.

According to a press release from the grocery chain, for the first time in Kroger’s history, Customer Appreciation Week, which began on September 25 and runs through October 1, is a “sales event that rewards customers with the retailer’s hottest offers.”

“During this unique event, we celebrate customers with our hottest digital offers and coupons to show our sincere appreciation and thank you for choosing Kroger,” Stuart Aitken, senior vice president and chief sales and marketing officer, said in a press release.

The sale focuses on Kroger Our Brands private-label products like Kroger Brand orange juice, pasta and pasta sauce, but deals also include name-brand products like Coca-Cola, Pepsi, Starbucks and more.

Participants of the Boost by Kroger Plus grocery store loyalty program enjoy even greater discounts. The retailer offers a variety of products for less than a dollar, such as Kroger brand flour, Smart Way sugar and Kroger brand chips for 99 cents.

The sale could also serve to grab grocery customers’ dollars ahead of Amazon The best days of big business sale that will last from October 8 to 9.

The Big Deals sale is exclusive to members of Amazon’s own loyalty program, Amazon Prime. While Amazon’s sale covers products from across the retail spectrum, the online retail giant is highlighting its wide selection of grocery items.

Amazon will certainly use the event to promote its new private label products, Amazon Savingswhich was launched on September 10. Most items in the new line of more than 100 products are priced under $5.

Amazon also intends to further expand its Prime membership program with a new weekly rotating deal featuring 8 to 15 grocery items with up to half off and over 1,200 items with 25% off.