Winn Dixie grocery store front
Winn-Dixie's parent company, Southeastern Grocers, unveiled a significant pricing initiative.

JACKSONVILLE, FLA. — Customers shopping for Kellogg’s Frosted Flakes, Gatorade or Hellman’s Real Mayonnaise at Winn-Dixie stores will begin to see sharply discounted prices after Southeastern Grocers, the grocery store chain’s parent company, unveiled a significant pricing initiative. As part of the initiative that kicked off Oct. 26, Southeastern Grocers said it will invest $40 million into permanent lower prices on the products Winn-Dixie customers buy the most.

The “New regular pricing program” will permanently reduce the prices on more than 1,500 grocery items at all 518 Winn-Dixie stores. Prices will be reduced on the items by almost 20%, on average, with savings as high as 53%. Prices are being lowered on what Southeastern Grocers calls “family favorites” — items that a significant majority of Winn-Dixie customers purchase regularly. In addition to the new regular price, the items still will be placed on sale occasionally, making the prices even lower.

For example, the price of a box of Kellogg’s Frosted Flakes will fall 25% to $3.35 from $4.49, while an 8-pack of Gatorade now will cost $5.99, down 19% from $6.99 previously.

Southeastern Grocers said the decision to reduce prices followed a recent survey that found “affordable prices” was the most important requirement from a grocery store.

Ian McLeod, Southeastern Grocers
Ian McLeod, president and c.e.o. of Southeastern Grocers

“Research consistently tells us that customers are seeking lower prices, wherever they shop, particularly hardworking families shopping on a budget,” said Ian McLeod, president and chief executive officer of Southeastern Grocers. “We are listening to our customers and helping them reduce the cost of their weekly shop by lowering the prices on over 1,500 of our customers’ favorites.”

Shoppers will be able to locate the items via special price tags throughout the store by the end of October. This includes items in produce, dairy, bakery, meat, dry, frozen and home goods.

Founded in 1925, Winn-Dixie employs more than 48,000 associates who serve customers in approximately 518 grocery stores, 145 liquor stores and 393 in-store pharmacies throughout the five southeastern states of Alabama, Florida, Georgia, Louisiana and Mississippi.