Don’t call it a comeback.
Winn-Dixie, the century-old grocery chain known across Florida and southern Georgia, unveiled a refreshed brand and a new tagline as it seeks to reassert itself in the Publix-dominated local grocery market.
Southeastern Grocers, the parent company, officially became The Winn-Dixie Company this week.
The rebrand features a modernized logo, more vibrant color schemes, and a folksier tone across marketing and social media.
The brand new tagline is now “Bring Home More Good.”
Anthony Hucker, Chairman and CEO, said the changes go beyond aesthetics.
“Winn-Dixie has been part of feeding families and enriching communities for generations,” Hucker said. “This rebrand strengthens our presence in neighborhoods where we’ve operated for decades while investing in stores, products, and service that families expect.”
The refresh is already in effect in some remodeled locations, including a recently reopened St. Cloud store, and in new outposts acquired from Hitchcock’s Markets in Williston, Alachua, and Keystone Heights.
The company is also expanding third-party online grocery delivery and in-store return kiosks.
Signature items, including Lip Lickin’ Chicken, have been given updated packaging.
“We want to continue being the neighborhood grocer families can rely on,” Hucker said, “and this new chapter gives us the tools to do it.”
