Kroger shoppers thrilled as retailer announces first ever 'mega-sales event' with deals starting at just 99 cents

Kroger shoppers are delighted after the grocery giant announced its first ever 'mega-sale.' 

Starting today (October 1), the supermarket will run a 'Customer Appreciation Week' where shoppers will be able to bag discounts, with prices as low as 99 cents.  

The discounts will cover a broad range of both private label and name brand products. 

The deals will include two half-gallons of Kroger orange juice for $5 and a 24-ounce jar of Kroger pasta sauce for 99 cents among others. 

Starbucks coffee bags will also be buy one get one free and Coca-Cola, Pepsi and 7UP cans will be buy two, get two free. 

The promotional event is designed to show shoppers Kroger is 'so grateful for the trust' it has from its shoppers and that the chain is dedicated to bringing value to them, the retailer's senior vice president Stuart Aitken said. 

It is the first time Kroger has run such a price-slashing event.

It comes as the retailer awaits a decision over its legal battle with regulators that have tried to halt its multi-billion dollar plan to merge with rival Albertsons. 

The Federal Trade Commission, and several states, argue that the planned $24.6 billion acquisition would eliminate competition, in turn removing a check on prices.

Kroger has argued the plan would actually lead to lower grocery prices because it would enable them to compete with conglomerates such as Amazon and Walmart. 

The chain has not linked the Customer Appreciation Week to the merger and its arguments of lower prices. 

Last month it did however say it will commit $1 billion to cutting prices if the merger is given the green light.  

Kroger claims it already tries to be competitive on 'everyday essentials' including milk, eggs, sugar, bananas and iceberg lettuce.

The company benchmarks its prices on those items against its rivals such as Walmart and Aldi every week, the company said in a statement during proceedings last month. 

'Reducing margins to lower prices over time so more customers shop with us is our business strategy, and the strategy we will implement at Albertsons after our merger.'

However, it was found to be 'price-gouging' over everyday essential items during court proceedings.  

Kroger is also being investigated over its use of electronic price labels on store shelves nationwide.

US Senators Elizabeth Warren and Bob Casey announced they were looking into the practice to see if the chain was engaging in surge pricing.

In a letter to Kroger's CEO Rodney McMullen earlier this month, the senators expressed worries that the technology could be used to gouge customers and hike grocery prices during peak shopping times.