JACKSONVILLE, FLA. — Southeastern Grocers has officially rebranded as The Winn-Dixie Company, signifying a strategic move to unify the organization and its store network under the Winn-Dixie name. The grocer aims to modernize its brand, reinvest in its stores, and strengthen its role as a neighborhood-focused value retailer.
Company executives described the move as more than just a corporate name change; they see it as a significant step forward for a brand rooted in local communities for over 100 years. Along with the corporate rebrand, the company is introducing a refreshed Winn-Dixie identity that feels more modern, confident, and aligned with how today’s shoppers interact with grocery retail.
“This is a defining moment, more than a name change. It proudly declares who we are and where we’re headed,” said Anthony Hucker, chairman and CEO of The Winn-Dixie Company. “Winn-Dixie has been part of feeding families and enriching communities for generations. Bringing our company name in line with our stores strengthens that shared purpose while allowing us to invest with intention in value, quality and the shopping experience our customers expect.”
The rebrand emphasizes Winn-Dixie’s Florida roots, where the store has operated for over a century. Company leaders said that this legacy, along with a focus on affordability and service, guides their current investments in stores, product selection, and customer experience.
As part of the transformation, Winn-Dixie is unveiling a modernized visual identity across its fleet. Updates include an updated logo, brighter, more modern color schemes, and a new brand tagline, “Bring Home More Good,” which the company says highlights its focus on value, delicious food, and daily essentials for families. The brand refresh also introduces a more playful, locally engaged tone of voice that will be used across marketing channels, including new television ads and expanded social media activity.
The renewed focus is already evident across Florida. In December, Winn-Dixie opened a new store in Williston, just weeks after acquiring the location from Hitchcock’s Markets, bringing its updated concept to a community it has historically served. Two more former Hitchcock’s locations in Alachua and Keystone Heights are set to convert to the Winn-Dixie format and reopen in 2026, expanding the grocer’s presence in its home state.
Store reinvestment remains a key priority. In November, the company celebrated the grand reopening of a remodeled Winn-Dixie in St. Cloud, showcasing a more modern, locally relevant layout designed around value, convenience, and service. Additional remodels are underway, with more planned as part of the broader rebrand initiative. Winn-Dixie is also adding customer-facing conveniences, including third-party online grocery delivery options and in-store return kiosks, as it works to strengthen its omnichannel capabilities.
On the product side, the grocer continues to grow its Own Brand lineup while updating longtime customer favorites. Its signature Lip Lickin’ Chicken has been given a fresh new look but keeps the same recipes and value positioning that have made it a classic for generations of shoppers.
Company executives said the rebrand prepares for ongoing growth, with customers expected to see more changes as new stores open, remodels finish, and the refreshed brand becomes more prominent across markets.
Based in Jacksonville, Florida, The Winn-Dixie Company operates neighborhood grocery stores throughout Florida and southern Georgia. The company said it remains focused on providing strong value, fresh and high-quality products, and locally authentic experiences, supported by ongoing investments in stores, innovative formats, and its Winn-Dixie Rewards loyalty program.
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