FOR IMMEDIATE RELEASE

Earn Gift Cards Just in Time for Christmas in the Dual Fuels II Promotion at Pick 'n Save, Copps and Rainbow

Milwaukee, December 10, 2008 - Roundy's Supermarkets, Inc. announced today that customers continue to respond favorably to a new program launched at Pick 'n Save, Copps and Rainbow stores to help them save on gas, groceries or gifts for the holidays. Whether putting gas in your tank, putting food on the table or shopping for gifts, Roundy's new Dual Fuels II program can help you save money this holiday season.

Since the inception of the program, customers have been issued more than three million premiums. There is still time to earn premiums that can be redeemed for gift cards just in time for Christmas.

Here's how Dual Fuels II works: For every $50 you spend at a participating Pick 'n Save, Copps or Rainbow, you will earn 1 premium (or coupon) that prints right on your sales receipt. The more premiums you collect, the more savings you can enjoy on groceries, gas or gifts by redeeming premiums for Roundy's store gift cards, Best Buy gift cards or BP gas cards. You choose where you want to save.

"We know that the economy is taking a toll on customers' budgets," said Robert Mariano, Roundy's chairman and CEO. "This program helps them stretch their dollars and gives them a choice of whether they want to save on groceries, gas or gifts while they're shopping during the holidays."

Here's how much you can save:
- Collect 8 premiums and you can redeem them for a $10 gift card from Pick 'n Save, Copps, Rainbow, Best Buy or BP.
- Collect 12 premiums and you can redeem them for a $20 gift card from Pick 'n Save, Copps, Rainbow, Best Buy or BP.
- Collect 18 premiums and you can redeem them for a $30 gift card from Pick 'n Save, Copps, Rainbow, Best Buy or BP.
- Collect 24 premiums and you can redeem them for a $40 gift card from Pick 'n Save, Copps, Rainbow, Best Buy or BP.

Customers can enjoy additional savings through Dual Fuels II Energized Buy Items. Items are designated on the store shelf and in weekly ads. Energized Buy Items will generate an additional coupon that will print below your premium on your sales receipt. Coupons for Energized Buys have an expiration date of two weeks.

Customers can earn Dual Fuels II premiums through December 20, 2008. They can redeem them through December 27, 2008. Only qualified purchases count toward each $50 you spend. Rules are available at all participating stores. Instead of Dual Fuels II, stores in the Kenosha and Wausau markets have continued to offer gas discounts in the form of a Fuel Perks! Reward program piloted in June.

About Roundy's Supermarkets, Inc.
Roundy's Supermarkets, Inc. is a leading grocer in the Midwest with nearly $4 billion in sales and 20,000 employees. Founded in Milwaukee in 1872, it operates 152 retail grocery stores under the Pick 'n Save, Copps, Rainbow and Metro Market banners in Wisconsin and Minnesota. For more information about Roundy's, visit the company website at www.roundys.com.

Contact:Vivian King
414-231-5555
vivian.king@roundys.com