Supervalu's Chicago-based subsidiary, Jewel-Osco, is debuting a new pharmacy loyalty program -- "Prescription Plus" -- that rewards frequent pharmacy customers with special discounts on future grocery purchases.

Under the new program, customers will receive a 10 percent discount coupon after every five prescriptions filled at the pharmacy when using their Jewel-Osco Preferred Card. New, transferred, and refilled medication orders count toward earning discounts, which can be redeemed at the grocery checkout. All 184 Jewel-Osco locations in Illinois, Indiana, and Iowa will participate in the program; locations without in-store pharmacies will also honor the 10 percent discount.

"The Prescription Plus program is Jewel-Osco Pharmacy's way of responding to the tough economic challenges many of our customers face today," said Tom Rousonelos, the chain's v.p. of pharmacy operations. "Jewel-Osco aims to offer the most value-added pharmacy experience available."

Because Prescription Plus discounts apply to the customer's future grocery purchases, the program stands to deliver more savings to consumers than competing discount drug programs.

Rousonelos said the program is an extension of Jewel-Osco's commitment to providing pharmacy and food solutions that help customers stay healthy and manage any health conditions they may have. In addition to traditional prescription orders, immunizations, diabetes care service appointments, and wellness screenings in most cases can also count toward Prescription Plus discounts.