Southeastern Grocers officially became The Winn-Dixie Company on Jan. 21, completing a corporate rebranding with a refreshed identity featuring a new tagline – “Bring Home More Good” – and modernized visual elements, including a refined logo and brighter color schemes.
The Jacksonville, Florida-based company is rolling out what it describes as a “sweet-and-sassy tone of voice” across marketing channels, from new TV commercials to social media.
“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.
“Winn-Dixie has been part of feeding families and enriching communities for generations. Becoming The Winn-Dixie Company brings a deeply rooted company name behind our shared purpose of empowering people to feed and enrich their communities.
“We’re investing with intention – opening new stores, refreshing existing ones and elevating the products our customers know and love – while maintaining our commitment to value and quality.”
270-store Florida footprint
Following divestitures completed by year-end 2025, The Winn-Dixie Company operates about 130 grocery stores and 140 liquor stores across Florida and southern Georgia.
As part of its strategic refocus on its home state, the company sold 32 Winn-Dixie stores and eight Harveys Supermarkets in Alabama, Georgia, Louisiana and Mississippi.
The grocer continues operating stores in southern Georgia locations, including Brunswick, Folkston, Lake Park, St. Simons Island and Valdosta.
In December, Winn-Dixie opened a new store in Williston, Florida, 43 days after acquiring the location from Hitchcock’s Markets.
Two additional former Hitchcock’s locations – Ain lachua and Keystone Heights – will convert to the new Winn-Dixie format and open in 2026.
[RELATED: Winn-Dixie Opens First FL Store Under Renewed Focus]
Modernization underway
Dozens of store remodels and new store projects are planned or underway, designed to create community-centered stores that reflect local needs.
The company is expanding its liquor store portfolio with innovative formats and growing its Own Brand product assortment.
Winn-Dixie’s Lip Lickin’ Chicken now features a new look while maintaining its original flavor profile.
The company is testing new customer conveniences, including third-party grocery delivery and return kiosks to enhance the shopping experience.
The rebranding follows a tumultuous ownership period that saw Aldi acquire Southeastern Grocers’ Winn-Dixie and Harveys banners in August 2023, only to sell the operations to a consortium of private investors led by Hucker in February 2025.
[RELATED: Southeastern Grocers to Rebrand as The Winn-Dixie Co.]