HOUSTON – Shell and Kroger Co., are expanding their exclusive alliance to continue helping customers save at the pump in multiple cities around the country with fuel reward. The loyalty program provides shoppers the opportunity to save on fuels by using their Kroger Plus Card or other Kroger family of brand store loyalty cards to earn points that can be redeemed at participating Shell stations for fuel discounts, the companies reported.

Beginning August 30, the latest round of fuel rewards market launches with Kroger Co. include Dallas-Ft. Worth, Texas, Lexington, Ky., Louisville, Ky., Rockford, Ill., Evansville, Ind., Beckley, W.V., and Roanoke, Va., among other surrounding smaller outlying cities.

"Our participation in this program is helping our customers fill their gas tanks for less," said Dan Little, North America fuels marketing manager for Shell Oil Products U.S. "In today's economic times, it's more important than ever for companies like Kroger and Shell to join forces to offer our customers optimum savings and rewards."

Customers in the participating markets can save 10 cents per gallon for every 100 Fuel Points earned at Kroger family of brand stores, including Hilander and Dillons supermarkets when they use their loyalty card. Customers are able to redeem their Fuel Points exclusively at participating Shell stations and Kroger Fuel Centers, up to 35 gallons per fuel purchase. In Roanoke, Va. only, customers may redeem up to 1,000 Fuel Points per visit to save up to $1.00 per gallon at Kroger Fuel Centers (up to 35 gallons per fuel purchase), the companies reported.

This fuel rewards program provides shoppers the opportunity to save on Shell Nitrogen Enriched Gasoline when using their Kroger family of brands loyalty card at the supermarket register, and also offers customers the option to redeem their Fuel Points through a price "roll-back" experience at the pump utilizing the Shell Rewards proprietary software platform.