Winn-Dixie Stores has completed remodels and upgrades on 51 of its namesake stores in the Jacksonville area, comprising locations in north Florida and south Georgia.

Redesign and upgrade packages vary from store-to-store, based on the specific needs of each neighbourhood. All stores showcase fresh and local merchandise complemented by a new colour palette and signage.

Other improvements include expanded produce departments, an increased focus on organic and natural products and an enhanced ready-to-eat offering, featuring sandwich and sub counter and wood-burning rotisseries.

"We've spent the last several years improving our stores, our merchandising and our service," said Winn-Dixie chairman, CEO and president Peter Lynch. "Now, Winn-Dixie customers in the Jacksonville area, no matter where they shop, will find a fresh and local shopping experience, with enhanced customer service, every time they visit us."

In a bid to highlight its new emphasis on fresh, local food, the Jacksonville-based grocer said that it would now launch a new brand position: "Fresh Checked Every Day."

This multi-media marketing campaign will include television, radio, outdoor advertising and a specially created micro site.