Following the lead of numerous other grocers nationally, regional upscale operator Dierbergs Markets said it is rolling out new pricing that will save customers 60 percent or more on prescription drugs for more than 350 generic medications.

The new pricing scheme that begins today will cover an assortment of commonly prescribed generics at $4 for a 30-day supply, and $10 for a 90-day supply from a list of 350 commonly prescribed generic drugs which fall into more than a dozen categories including those for allergies, cold and flu, arthritis, cholesterol, diabetes, infection, heart health, and blood pressure.

The current economic climate made now the right time to introduce the program, which the company started planning late last year, said Greg Dierberg, president of the 23-store, family-held supermarket chain.

“Fuel prices and the costs of consumables continue to rise and we know that customers are feeling the pinch,” said Dierberg. “We felt this to be a very meaningful way to lessen the strain on tight household budgets.”

In light of the added convenience and money saving opportunities, Dierberg said he expects the program to attract new customers to the chain’s in-store pharmacies.

Greg Guenther, the regional grocer’s director of pharmacy, said the program dramatically lessens costs to some consumers. “In many cases, our customers will find their generic prescription costs to be less than their current insurance co-pays, including mail-order co-pays,” he said. “And for those without insurance, the savings are even greater.”

Dierbergs Family Markets has 23 stores metro St. Louis, 21 of them with in-store pharmacies.