It's the question on the lips of practically every Kroger shopper these days: What's the deal with the yellow bags?
The Cincinnati-based grocery chain switched from its usual brown in-store plastic bags to bright yellow bags to highlight the retailer's price cuts, which began with the 116 stores in Kentucky, southern Indiana and southern Illinois, including in Lexington and Louisville.
There's only one problem: An awful lot of people think they look like Dollar General bags.
"@kroger really not liking the new yellow grocery bags. Poor choice. Looks like I went shopping at Dollar General. Please switch back," tweeted Josh Goodson.
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And he's hardly the only one. "Shopping at Kroger but people think I got all my groceries at dollar general bc these yellow bags ... #stop," tweeted Jamie M.
And the general consensus is that this is not a good thing. And they are taking to social media to say so.
"Look, I'm just gonna go ahead and say what we're all thinking... America has really gone to crap ever since Kroger switched to those new bright yellow plastic bags," tweeted Woodford, Son.
"Omg ... Kroger switched to yellow bags and I'm shook," tweeted Elizabeth Gerber. "Not ok with this."
Others complained the bags seemed thinner and transferred ink to surfaces such as counter tops. "And the whole campaign thing for 'lower prices' seems cheapy. Like dollar tree/Walmart," tweeted Zoey Zips. Another compared the yellow/black combo to crime scene tape.
Indeed, Kroger has been chasing the competition as it launched its REFRESH price cut campaign.
"Savvy shoppers know there's a grocery war going on," said Louisville division president Ann Reed, announcing cuts to dozens of basics from fresh fruit to staples like eggs, bread, milk and peanut butter.
To highlight the cuts, Kroger put giant yellow ads on every store's front door and on yellow price tags in the store.
And maybe it isn't a coincidence that Kroger wants to look like Tennessee-based Dollar General: Dollar General is on a roll, opening 900 locations this year, while Kroger announced it was closing all its stores in the North Carolina Triangle area.
Kroger has responded on its Twitter account, replying to one complaint that they will share the feedback with leadership.
For now, take some deep calming breaths because Kroger spokeswoman Erin Grant said the yellow won't be forever.
"We temporarily changed our bag color to yellow to reflect the new signage in stores," Grant said. "It is only temporary."