June 23, 2008

FOR IMMEDIATE RELEASE

Pick 'n Save Pilots Program to Introduce New Roundy's Rewards Card & Help Customers Save Big on Gas This Summer
Kenosha & Wausau Customers Can Obtain New Card and Earn Cents Off Per Gallon of Gas with Roundy's fuelperks!

Milwaukee, June 23, 2008 - Roundy's Supermarkets, Inc. is excited to once again introduce a new program to help customers save money on gas this summer. It's called fuelperks!, and it's the first of many benefits of a new Roundy's Rewards Card. fuelperks! Allows shoppers to save 10 cents off per gallon of gas for every $50 they spend in qualified purchases at Pick 'n Save stores in Kenosha and Wausau.

Here's how fuelperks! works:

STEP 1: Sign up for a new Roundy's Rewards Card, found at a Rewards Card kiosk at participating Pick 'n Save stores. The process is simple, free and extremely fast.

STEP 2: Simply begin shopping. For every $50 you spend at Pick 'n Save on qualified items, you earn 10 cents off per gallon of gas at participating BP gas stations. (See official rules in participating Pick 'n Save stores.)

STEP 3: Insert your Roundy's Rewards Card at the pump of a participating BP gas station when you fill up and receive your discount on up to 20 gallons of gas in a single pump transaction. The price at the pump will roll back and your discount will automatically be applied. You can use your Roundy's Rewards Card for fuel discounts whether you pay at the pump or inside.

With fuelperks!, customers can save 40 cents per gallon of gas if they spend $200 on groceries. That means if gas at participating stations is priced at $4 per gallon, a fuelperks! customer would pay $3.60 per gallon and save $8 on a 20-gallon tank of gas.

There are other great benefits to fuelperks! Sales purchases are cumulative. You don't have to spend $50 in a single transaction at Pick 'n Save to earn discounts. You can spend $10 today and $40 next week and still earn 10 cents off per gallon of gas. Your savings will automatically show up on your Pick 'n Save register receipt when you reach a $50 level. Also, your discounts will accumulate on your Rewards Card until you redeem them at the gas pump.

"Gas prices continue to take a bite out of everyone's budgets, and fuelperks! is something we're trying in two of our markets to help our customer," said Robert Mariano, Roundy's chairman and CEO. "But our biggest announcement today is about our new Roundy's Rewards Card. We believe it will provide customers with a multitude of savings in the future, and depending on its success and the response of our customers in Kenosha and Wausau, we may expand fuelperks! to our other stores."

fuelperks! runs throughout the summer in Kenosha and Wausau. Customers can earn rewards through September 10. Discounts can be redeemed in the month they were earned plus the next two months.

Participating Locations
Kenosha Market
Pick 'n Save Stores:
Pick 'n Save South, 5710 75th Street, Kenosha 53142
Pick 'n Save North, 2811 18th Street, Kenosha 53140
Pick 'n Save Kenosha Uptown Brass, 1901 63rd Street, Kenosha 53143



BP Gas Stations:
Southport BP, 6500 75th Street, Kenosha 63144
Open Pantry #616, 1150 Green Bay Road, Somers 53171
Woodcreek BP, 1515 30th Avenue, Kenosha 53140
Bristol BP, 12120 75th Street, Kenosha 53142
Kenosha BP, 1207 22nd Avenue, Kenosha 53140
BP Express, 2616 22nd Avenue, Kenosha 53140
Washington Road BP, 3806 30th Avenue, Kenosha 53140
Shawn's BP, 2528 75th Street, Kenosha 53144



Wausau Market
Pick 'n Save Stores:
Pick 'n Save Cedar Creek, 10101 Market Street, Mosinee 54474
Pick 'n Save Rivers Edge, 205 Central Bridge Street, Wausau 54401
Pick 'n Save Weston, 2806 Schofield Avenue, Schofield 54476



BP Gas Stations:
IMR BP Shop, 4101 Schofield Avenue, Schofield 54476
Stewart Avenue R Store, 2007 W. Stewart Avenue, Wausau 54401
Third & Bridge R Store, 1511 Third Street, Wausau, 54403
Mosinee Subway, 490 Orbiting Drive, Mosinee 54455
Rothschild/Gr. Avenue, 1137 Grand Avenue, Rothschild 54474

About Roundy's Supermarkets, Inc.Roundy's Supermarkets, Inc. is a leading grocer in the Midwest with nearly $4 billion in sales and 21,000 employees. Founded in Milwaukee in 1872, it operates 152 retail grocery stores under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota. For more information about Roundy's, visit the company website at ww.roundys.com.



Contact:
Vivian King
414-231-5555
vivin.king@roundys.com