Giant Food is celebrating enrolling 1 million members of its Flexible Rewards program with a new promotion starring its private brands. 

Flexible Rewards allows members to earn points on purchases that they can redeem for in-store or online grocery discounts, gas savings and special rewards. The company converted its rewards program to Flexible Rewards in March 2020. 

The rewards promotion is targeting items that shoppers frequently purchase, Ryan Draude, Giant Food’s director of loyalty, noted in the announcement. 

Until Dec. 31, the mid-Atlantic grocery chain is allowing Flexible Rewards members to redeem points for popular store brand products such as bread, milk, bacon, shredded cheese, vegetables and bottled water at a discount. Products are available for 50, 75 or 100 points, depending on the item, which Giant said amounts to an average discount of 50% to 75% compared with standard redemption requirements.

Customers may redeem points in-store or on Giant Food’s mobile app for each participating item once per week while the promotion lasts. 

The private label promotion comes at a time when high inflation is hurting consumers’ wallets and private brands have already become more top-of-mind for shoppers looking to stretch their dollars. Inflationary pressures on shopping behavior have prompted several grocers, such as Lidl, Giant Eagle and Save A Lot, to roll out new price cuts, deals or rewards perks.