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Kroger, one of the largest grocery chains in the U.S., is rolling out a new discount program for patients who pick up prescription drugs at its pharmacies — part of a gradual nationwide shift in how consumers can pay for their medications.

Under the new program, which launched on Wednesday, Kroger shoppers can pay an annual fee of $36 per person or $72 per family to get discounted prices for their drugs, including 21 cheap drugs at no additional cost. The idea is that they can bypass insurance and pay out of pocket for drugs when it’s cheaper to do so.

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