Kroger shoppers have been unknowingly overcharged for items advertised as being discounted, according to an investigation by Consumer Reports, The Guardian, and the Food & Environment Reporting Network.
Across March, April, and May, the publications sent people to shop in 14 states and the District of Columbia at 26 Kroger stores and other banners it owns, like Harris Teeter, Fred Meyer, Fry’s, and Ralphs. These shoppers discovered that more than 150 grocery items, from Cheerios to dog food, had expired sales tags, and were on average $1.70, or 18.4%, more expensive than advertised. One-third of the labels were at least 10 days expired, while five were beyond 90 days.
The reports claim the issues stem from staffing shortages, as the average numbers of employees working and hours worked have both dropped around 10% between 2019 and 2024 at these stores. Kroger said it is “inaccurate to say the company reduced standards or labor hours” in a statement published by the above publications that was also shared with Retail Brew. Consumer Reports noted Kroger employees “work quickly” to resolve the price discrepancies when consumers identify them—Kroger’s “Make It Right” policy allows workers to do this case-by-case—but many shoppers could also be unknowingly paying the elevated prices.
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Inspection and complaint records and internal documents indicate Kroger executives have been aware of the errors, the investigation found.
An Ohio couple told the publications they’d filed three complaints with the Ohio attorney general’s office about their local store’s price errors, and Kroger said it would “ensure that our employees are following proper procedure when removing and updating sale tags.” However, a Guardian reporter headed to the Belpre, Ohio, store in question in May and found 11 expired tags, resulting in about $5 in price discrepancies.
While Kroger said “any error is unacceptable,” it denied pricing errors are a widespread issue.
“The Consumer Reports allegations boil down to misinformation, reviewing a handful of discrete issues from billions of daily transactions,” Kroger Communications Director Erin Rolfes told Retail Brew in an email. “It in no way reflects the seriousness with which we take our transparent and affordable pricing.”
Kroger is among several grocers recently accused of deceptive pricing. This year, Publix faced a class action lawsuit for overcharging for weighted items. Last year, Walmart was the subject of a class action lawsuit over price discrepancies, while a Los Angeles judge directed Albertsons to pay ~$4 million for upcharging customers.