Dive Brief:
- Kroger announced in late December the launch of its Verified Savings Program, which offers a 20% discount on produce and half off its Boost by Kroger Plus memberships to customers who use SNAP, WIC, Medicaid or other government assistance programs.
- Customers can enroll in the program through SheerID, an online verification service provider, and verification is valid for five months.
- Kroger’s latest effort comes after months of chaos surrounding SNAP due to the record-long government shutdown in 2025 that led to a suspension in funding for the program.
Dive Insight:
As it looks to improve its price image, Kroger has launched a program tailored to consumers who rely on assistance programs that have faced considerable uncertainty in recent months.
Kroger’s new Verified Savings program is available to individuals enrolled in one or more of 14 government assistance programs, including SNAP, WIC, Medicaid, National School Lunch Program and Federal Public Housing Assistance.
Carlo Baldan, Kroger’s group vice president of fresh merchandising, said in a statement that this latest initiative aims to expand food access and “eliminate one more barrier to food security.”
The 20% discount on fruits and vegetables is automatically loaded onto verified customers’ Kroger digital accounts, and the savings are valid on all produce purchases through the end of January, per the press release. The announcement noted that discounts apply only to qualifying produce items at participating locations, and that each household is limited to one redemption per day through Jan. 31.
Verified Savings customers are also eligible for 50% off annual and monthly Boost membership plans, including Boost Essential at $34.50 per year or $4.50 per month, and Boost at $49.50 per year or $6.50 per month. Current Boost members who enroll in Verified Savings can redeem the offer when they renew or extend their membership, according to the announcement.
SNAP customers outspend their non-SNAP shopper counterparts, and after the turmoil the food assistance program underwent in late 2025, grocers are continuing to find ways to better support their customers who are facing food insecurity.
During the suspension of SNAP benefits during the government shutdown, a few regional grocers adjusted their operations to help impacted consumers. Giant Food, for example, held an event in late November to give away 2,000 Thanksgiving meal bundles, half of which included a turkey and the other half a $15 Giant Food gift card.
