A consumer advocacy group is launching a bold ad campaign against Kroger, accusing the giant of hiking prices and cutting quality to exploit working families—highlighting shady tactics like dynamic pricing that could shift costs without customers realizing it. Funded by major social welfare foundations, the group urges shoppers to rethink where they buy groceries, even offering a website for more info. But experts counter that while Kroger’s moves may be aggressive, they’re not unusual in retail—and rising costs may justify higher margins. Kroger hasn’t responded publicly, leaving its side of the story unspoken. Meanwhile, shoppers are split: some value predictable pricing, others are ready to switch to rivals like Publix or Meijer if it means saving money.

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