The Kroger has launched a new Verified Savings programme that applies a 20% discount on fresh fruit and vegetables for eligible customers across its US store network, combining targeted price support with loyalty and digital verification tools.
The programme, announced on December 29, is open to customers enrolled in government assistance schemes including SNAP, WIC and Medicaid. Once verified, savings are automatically applied at checkout through a customer’s Kroger digital account, with the offer running until January 31, 2026.
Eligibility is confirmed online via SheerID, with verification remaining valid for five months. Customers must re-confirm their status to stay enrolled, allowing Kroger to maintain control over discount access rather than running open-ended promotions.
Alongside produce discounts, Verified Savings customers are offered half-price access to Boost by Kroger Plus memberships. This includes both annual and monthly plans, as well as the lower-priced Boost Essential option.
Boost membership benefits form a central part of the programme’s value proposition. Members receive unlimited free grocery delivery on orders of $35 or more, alongside fuel rewards that deliver double fuel points across all shopping trips, with additional bonuses during fuel promotions.
Annual Boost members also gain access to a bundled streaming option, choosing between Disney+, Hulu or ESPN+, all with advertising included. In addition, Boost members receive exclusive offers throughout the year tied to Kroger’s loyalty ecosystem.
Existing Boost subscribers who qualify for Verified Savings can apply the reduced pricing at the point of renewal or membership extension, extending the programme beyond new customer acquisition.
For supermarket buyers, wholesalers and FMCG suppliers, the structure is significant. Produce discounts act as the entry lever, while loyalty benefits, fuel rewards and digital services are used to deepen engagement and defend shopping frequency. Rather than spreading discounts across the store, Kroger concentrates value in essential categories and controlled membership perks.
This approach illustrates how a major US supermarket operator is combining fresh produce pricing, loyalty economics and digital verification to support volume in core categories while limiting broader margin exposure.
Editor’s note: All information in this article is sourced directly from The Kroger Co.’s official announcement issued on December 29, 2025, and distributed via PR Newswire. No additional data, assumptions or external commentary have been added.
