The parent company of Jacksonville-based grocery chain Winn-Dixie now has a new name – The Winn-Dixie Co.
Southeastern Grocers announced the change Jan. 21 along with a “refreshed Winn-Dixie brand, designed to feel more modern, confident and connected to the way families shop today.”
Southeastern Grocers said in October 2025 it would change its name in 2026, but didn’t say when.
“This is a defining moment—more than a name change, it proudly declares who we are and where we’re headed,” Winn-Dixie CEO Anthony Hucker said in a news release. “Becoming The Winn-Dixie Company brings a deeply rooted company name behind our shared purpose of empowering people to feed and enrich their communities.”
Southeastern Grocers Inc. and 400 stores were sold to German grocer Aldi in March 2024. Less than a year later, on Feb. 7, 2025, a consortium of private investors – led by Hucker – acquired Southeastern Grocers.
The deal included about 170 Winn-Dixie stores in Alabama, Florida, Georgia, Louisiana and Mississippi, along with the chain’s liquor store business.
Aldi kept about 220 of the Winn-Dixie store locations and has been transforming them to its brand.
In addition to the new name, Winn-Dixie launched a new logo and tagline — “Bring Home More Good.”
The company said the tagline “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.”
Winn-Dixie said the refreshed brand “introduces a sweet-and-sassy tone of voice that comes to life across marketing channels, from brand-new TV commercials to a more playful and locally engaged social media presence.”
Winn-Dixie is also adding stores. It announced in October it bought Hitchcock’s Markets in Williston, Alachua and Keystone Heights.
Winn-Dixie said Jan. 21 the Williston store opened in December, 43 days after it acquired it. It said it will convert and reopen the Alachua and Keystone Heights stores with the Winn-Dixie format in 2026.
Winn-Dixie said it celebrated the grand reopening of its remodeled St. Cloud store in November and that additional remodels are underway and planned.
“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,” Hucker said.