(UNDATED) - Central Indiana Kroger stores will stop doubling coupons at the end of the month.
Kroger's Central Division, which includes Indianapolis and other central Indiana cities, announced Tuesday that manufacturer coupons won't be doubled after July 31, the Bloomington Herald Times reported.
"Double coupons originated decades ago, in an era when none of the current on-line and electronic coupon options were available to customers and smart phones did not exist," the company said in a news release. "Kroger will continue to evolve to meet the expectations of 21st century shoppers."
The chain is also planning to reduce prices on thousands of products starting July 11. The company said the price reductions will "total at least three times the value" that customers currently get from doubling coupons.
The price reductions will include natural and organic foods to encourage customers to make healthier choices, the company said.
The chain said sales of natural foods have more than doubled in the past four years.
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