Kroger on Friday unveiled a new price campaign in which prices on thousands of the grocer’s items will be lowered.

“We know price continues to be a top — and at times a deciding — factor when it comes to where to grocery shop,” said Sukanya Madlinger, president of Kroger’s Cincinnati/Dayton division. “The savings shoppers see on items they buy every week are going to be better. Every aisle, every department in the store will contain newly lowered prices on Kroger Private Label and national brand products.”

As part of the pricing initiative, however, Kroger will stop its practice of doubling coupons of 50 cents or less, instead accepting them at face value only. That change in policy will take effect in 30 days. Madlinger — speaking at a press conference at the Miami Valley’s newest Kroger store at Austin Landing in Miami Twp. —said the new pricing structure will more than compensate for the change in coupon policy.

The low-price initiative launches Monday in Kroger stores in Dayton, Springfield, Hamilton, Middletown and elsewhere in the Miami Valley, although some of the lower prices will take effect Sunday, Madlinger said. There will still be weekly specials in addition to the new lower everyday pricing on many other items, she said.

The pricing initiative will strengthen Kroger’s position in an already vigorously competitive grocery market in southern Montgomery County and elsewhere in Southwest Ohio, Madlinger said. The Cincinnati-based grocery chain, which already holds more than 30 percent of the market in Southwest Ohio, is committed to capturing more market share, Madlinger said.

As part of the pricing initiative, the cost of a Kroger-brand 24-pack of bottled water will drop 71 cents, the cost of a 3-pound bag of onions will go down $1, and the price of Soy Milk has been reduced by $1.40, Kroger officials said.

Kroger Austin Landing shopper Trina Tsolometes of Springboro said she welcomes the move.

“Lower prices are always important, because I have six in my family. It’s not unusual to spend $100, even when I’m just stopping to pick up a few things — like today,” Tsolometes said, pointing to the contents of her grocery basket just after going through a Kroger Austin Landing checkout lane. She said she also likes the fuel-savings rewards Kroger offers.