To help pet owners control costs in an era of increasingly sophisticated veterinary care — and costs — Kroger Personal Finance (KPF), a joint venture by the Cincinnati-based retailer that brings together a wide array of quality financial products and services from preferred providers for Kroger customers, is making pet health insurance information available in the check lanes of more than 2,400 supermarkets operated by Kroger, the nation’s largest traditional grocery store operator.

“Kroger shoppers include pet owners and non-pet owners alike,” said KPF presideent Kathy Kelly. “With 62 percent of U.S. households owning a pet — and 70 percent of those with multiple pets — affordable pet insurance can help pet owners manage their expenses. It can cover everything from routine costs associated with veterinary expenses like annual checkups and vaccinations, all the way to surgeries, X-rays and hospitalization.”

The newest product offered by KPF is its lowest priced: an “accident only” policy for $9.95 per month per pet.

Today, pet health insurance can cover accidents and illnesses, as well as routine care for dogs and/or cats, explained Kelly, noting that depending on the coverage level and the number of pets insured, prices can range from $9.95 to $79 per month. The range of servicees covered by the premiums, as Kelly describes it, is nearly as broad as procedures covered by human insurance.

To pet owners, the appeal of insurance comes down to peace of mind, and hopefully not having to explore the limits of unconditional love.

“By paying monthly premiums there is no need to worry about suddenly struggling to come up with unbudgeted veterinary expenses down the road,” Kelly added. “It allows pets to receive expert care and helps their human families manage costs, now for less than 40 cents a day.”

The Kroger Co. launched KPF in 2004 to offer customers convenient, affordable personal finance products and services from preferred providers. KPF provides information and access to a wide variety of financial products and services that extend special offers and group discounts, including credit cards, gift and prepaid cards, insurance, ID theft protection and in-store money services such as check cashing, Coinstar and Western Union.

Further information on KPF products and services is available in the 2,470 stores Kroger operates under two dozen local banner names.