Southeastern Grocers rebrands as The Winn-Dixie Company
A century-old regional grocery company has started a new chapter.
Southeastern Grocers on Jan. 21 officially became The Winn-Dixie Company, uniting its organization and its stores under one banner. The move, first announced in October, is part of a renewed focus on the company’s home state of Florida.
In other changes, Winn-Dixie is rolling out a modernized visual identity, including a refined logo, and brighter and more contemporary color schemes. It also has a new tagline, “Bring Home More Good,” that it said reflects the grocer’s commitment to “helping customers bring home more value, more great-tasting food and more of what matters most for their families.“
In line with its renewed focus on Florida, the company is also remodeling its stores and providing upgraded experiences. The company is also introducing new customer conveniences and partnerships, including third-party online grocery delivery and return kiosks.
As part of its Florida growth strategy, Southeastern Grocers finalized an agreement to acquire Hitchcock’s Markets locations in Alachua, Keystone Heights and Williston, Fla. The stores are being converted to Winn-Dixie and opened in phases beginning with the new Williston Winn-Dixie in early December 2025. The other former Hitchcock’s locations will convert to the new Winn-Dixie format and open in 2026.
“This is a defining moment — more than a name change, it proudly declares who we are and where we’re headed,” stated Anthony Hucker, chairman and CEO, The Winn-Dixie Company. “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.”
Based in Jacksonville, Fla., Winn-Dixie Company operates stores across Florida and southern Georgia.
