Winn-Dixie is the latest US retailer to launch a scheme designed to get consumers to spend their economic stimulus cheques in-store.

The Florida-based retailer has said it is taking "aggressive measures" to "help consumers stretch their grocery dollars" with the launch of its Stretch Your Cheque programme.

Winn-Dixie Stores said it will cash economic stimulus cheques for customers and, as an incentive to spend the cheques in-store, the retailer is offering a specially marked item on sale each week.

"We are committed to helping our customers get the most value for their dollar," said Peter Lynch, Winn-Dixie's president, chief executive officer and chairman.

Supervalu and Kroger have offered cash bonuses for cheques converted into store cards while Wal-Mart and Safeway offer consumers the chance to cash cheques for free in-store.