If you shop at Randalls stores in Central Texas, you'll notice quite a few yellow stickers in the aisles.
The company is bringing a massive price cutting campaign to the area and hoping to lure in more customers.
Randalls isn't known for low prices -- the company launched its unprecedented price cutting campaign in other cities earlier this year, and now it's come to Austin, Houston and Dallas.
Austin District Manager Ronnie Taylor says it's one way to help people make it through tough economic times.
Just how low did prices go? A box of Kraft Macaroni And Cheese that originally cost $1.19 is now 69 cents, and the price of a large box of Frosted Flakes dropped from $3.99 to $3.49 without a Randalls card.
Some customers who were surprised by the suddenly slashed prices ended up buying more than they had planned.
"I bought the chicken noodle soup here and it's almost like a dollar a can and it was 50 cents a can today, so that's incredible, so I stocked up on that," said Laurie Martin, shopper.
While Randalls hopes to bring in more customers, HEB remains one of the strongest grocery contenders in the Austin market, and the company isn't worried about Randalls price slashing.
A store spokesperson says -- "Low prices are the bedrock of HEB. We've always been a low price operator, and that's what we'll continue to offer our customers. We're very competitive in the market with the lowest prices possible."
