Nov. 30--Kroger Co. is trying to do its part to help those struggling during tough economic times, so it is making it easier for shoppers to save more and celebrate the holiday season by doubling fuel discounts on gift cards purchased in its stores through the end of the year.

Since Nov. 1, gift cards for popular restaurants, stores and entertainment outlets purchased in Kroger stores accumulate fuel discounts at double their purchased value, earning customers 10 cents off for every $50 in gift cards.

For the first time, pharmacy customers can now earn fuel discounts on eligible prescriptions, according to Kroger officials. When customers have two prescriptions filled at a Kroger pharmacy, they can earn 10 cents off per gallon in fuel discounts.

Most of the fuel discount programs offered by Kroger and its family of stores reward customers with a minimum of 10 cents off per gallon of gas for every $100 they spend in a store.

"Through these expanded holiday fuel discounts, customers can accumulate 10 cents off rewards faster through Dec. 31," said Don McGeorge, president and chief operating officer of Kroger.

McGeorge says customers who use a loyalty card can accumulate and redeem fuel discounts they earn by shopping at Kroger-owned stores and participating gas stations the retailer operates across the country.

In addition, shoppers who use Kroger's 1-2-3 REWARDS MasterCard can earn discounts up to 15 cents off per gallon of gas in participating markets, McGeorge said.

"We are offering our customers another way to help maximize their time, travel and savings this holiday season," he said. "Our expanded fuel discounts are designed to appeal to shoppers on any budget."

According to a recent survey by the National Retail Federation, the No. 1 present people say they want to receive this year is a gift card. More than half -- 54.5 percent -- of the 7,000 consumers queried in the National Retail Federation's 2008 Holiday Consumer and Actions Survey said they would like to receive a gift card or gift certificate this holiday season.

Kroger stores carry a variety of gift cards from a broad range of retail stores, restaurants, sports and entertainment outlets, including iTunes, Bass Pro Shops, Best Buy, Limited Too, Outback, Olive Garden, Red Lobster, Home Depot, Lowe's, JCPenney, Kohl's and Target. Kroger gift cards and select other prepaid gift cards are not included in the special promotion, McGeorge said.

McGeorge says Kroger's holiday fuel discount program is the latest in a series of initiatives the retailer has introduced or expanded to help customers save money on groceries, health care and other household staples. Other programs include offering generic drugs for $4 and 90-day prescriptions for $10.

Kroger, one of the nation's largest retail grocery chains, is celebrating its 125th anniversary in 2008. The company's more than 320,000 associates serve customers in 2,476 supermarkets and multi-department stores in 31 states under two dozen local banners, including Kroger, Ralphs, Fred Meyer, Food 4 Less, Fry's, King Soopers, Smith's, Dillons, QFC and City Market.

Kroger associates also serve customers in 779 convenience stores, 393 fine jewelry stores and 737 supermarket fuel centers the company operates. The company also operates 41 food processing plants in the U.S. Headquartered in Cincinnati, Kroger focuses its charitable efforts on supporting hunger relief, health and wellness initiatives, and local schools and grassroots organizations in the communities it serves, McGeorge added.

For more information, visit www.kroger.com.

-- Pace is a reporter for The Register-Herald.

-- E-mail: fpace@register-herald.com

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