by Maria Dubuc, President MBD
At MBD, our clients are at the heart of everything we do. Their successes feel personal, because we see ourselves as true partners in their journey. That shared sense of teamwork—and mutual respect—is especially evident in our relationship with “The Winn-Dixie Company”
Just a few years ago, The Winn-Dixie Company engaged MBD to serve as the lead design agency and packaging partner for its private brand program. Fast forward to 2026, and the journey has become one of the most rewarding experiences of our careers. Has there been change along the way? Absolutely. But as strategists, problem solvers, and decision makers, we’ve always embraced every opportunity with the same mindset: bring it on.
grocer’s history includes several name
and brand evolutions. From Table Supply
to Winn & Lovett to the name we all know
and love, Winn-Dixie. Since the Winn-Dixie
name debuted 70 years ago, its brand has
continued to evolve—shaped by its customers,
its communities and the incredible people
behind the name.
In January of this year, the parent company of Winn-Dixie began its next chapter as The Winn-Dixie Company, reaffirming a legacy more than a century in the making. Let’s take a look at the history of the Winn-Dixie brand.
The Big Announcement
Press Release Jan. 21, 2026 Southeastern Grocers officially became The Winn-Dixie Company in January, boldly presenting its rebrand and uniting under the name generations of families know and trust.
It’s a bold next step for a century-old brand, focused on strengthening neighborhoods, delivering standout value and service and showing up for the communities that have long called Winn-Dixie their hometown grocer. As part of this transformation, the company is also introducing a refreshed Winn-Dixie brand, designed to feel more modern, confident and connected to the way families shop today.
Anthony Hucker, Chairman and CEO of The Winn-Dixie Company, said, “This is a defining moment—more than a name change, it proudly declares who we are and where we’re headed. 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.”
Developing the Brand, Together
As “The Winn-Dixie Company” new landscape continues to take shape, our partnership with the private brand team grows stronger. Working side by side, we are shaping a cohesive brand strategy that spans the entire private brand portfolio—ensuring every touchpoint reflects clarity, consistency and purpose. Together, we’re not just building brands; we’re creating meaningful connections that support “The Winn-Dixie Company” vision for the future.
Launched as a “better for you” brand roughly a year before our involvement, Know & Love has continued to gain traction—becoming a familiar and trusted presence in “Winn-Dixie” stores. Through a close partnership, MBD and Winn- Dixie worked together to evolve the Know & Love brand—strengthening brand consistency and elevating its visual expression through custom product photography across 330+ SKUs to date.
Brooke Rice, Vice President of Own Brands for The Winn-Dixie Company, said, “Know & Love represents the evolution of our Own Brand portfolio—vibrant, modern and rooted in transparency. By combining thoughtful design, neuroscience-backed packaging cues and a clear value proposition, we are proving that clean-label products can be both accessible and exciting while delivering stronger sales velocity and higher customer satisfaction. We are proud to see Know & Love resonate with shoppers while earning industry recognition for its innovation, and we are excited about the continued growth ahead as The Winn-Dixie Company moves forward with confidence and commitment in our second century.”
Fisherman’s Wharf
MBD completed a new brand strategy for the redesigned Fisherman’s Wharf portfolio, setting the stage for continued growth and a more cohesive, future-focused brand experience. Account Manager Amy Saad noted, “Building on the original designs, MBD expanded and optimized the packaging across a full range of SKUs—refining callouts, usability cues, and photography to enhance shopability and reinforce freshness, quality, and regional relevance.”
The future is bright— and there’s plenty in store.
As “The Winn-Dixie Company’s” private brand portfolio continues to evolve, new ideas, fresh designs, and meaningful brand moments are on the horizon. Don’t miss upcoming issues of Global Retail Brands for a first look at what’s ahead for this standout retail program.
About The Winn-Dixie Company
The Winn-Dixie Company, based in Jacksonville, Florida, is a trusted neighborhood grocer with deep roots across Florida and southern Georgia. Building on more than a century of legacy, the company is shaping the future of neighborhood grocery through continued store investments, innovative formats and a seamless omnichannel experience that delivers exceptional value both in stores and online. Guided by its purpose to feed and enrich the communities it serves, The Winn- Dixie Company is known for exceptional service and locally authentic stores. The grocer is committed to offering fresh, highquality products and meaningful value through its nationally recognized Winn-Dixie Rewards program. For more information and updates, visit WinnDixie.com and follow @WinnDixie on Facebook, Instagram and LinkedIn.
About Winn-Dixie
Founded in 1925, Winn-Dixie is a trusted neighborhood grocer serving communities across Florida and southern Georgia. A subsidiary of The Winn-Dixie Company, Winn-Dixie operates locally authentic neighborhood grocery and liquor stores, complemented by convenient online grocery delivery. To learn more, visit WinnDixie.com.
Maria Dubuc, President of MBD, leads an expert packaging and design agency known for bringing brands to life on shelf through bold creativity and data driven strategy. With more than 30 years of experience in retail and private brands, Maria translates brand vision into compelling, scalable design. MBD partners with top retailers to develop new brands, evolve existing portfolios, and create clarity across complex private brand programs—supporting portfolios ranging from 1,000 to more than 10,000 SKUs annually.