Winn-Dixie Consolidates Private Label

JACKSONVILLE, Fla. - Winn-Dixie Stores today said the Winn-Dixie brand will become its primary house brand for nearly 3,000 private label items.

The Winn-Dixie brand replaces more than 60 previous store brands, and will first be introduced in the dairy case, where this month milk, cheese, sour cream, and yogurt will be sporting the new label. The label design has a colorful and contemporary look. Advertising, direct mail, in-store signage, and product sampling will support the brand launch.

"Our customers want good food at a good price, and Winn-Dixie's new label extends our real deals by offering customers high-quality, affordable alternatives to national brands," said Frank Lazaran, president and c.e.o.

"Thorough consumer research supported the move to the Winn-Dixie brand," said John Opasinski, director of corporate brands. "The new brand is designed with the customer in mind, setting a path to build store loyalty by offering quality products at a real value."

Winn-Dixie will retain its Prestige and Thrifty Maid brands as part of a three-tier corporate brand program.
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