WINN-DIXIE SPOTLIGHTS PRIVATE LABEL

BOB BAUER

JACKSONVILLE, Fla. -- The stars were out earlier this month as Winn-Dixie Stores here featured its private-label lines in newspaper and in-store advertising.

"You'll Take A Shine To Our Store Brands" read the headline in the biggest star used in a full-page advertisement. "Quality Products, Value Priced, Satisfaction Guaranteed." Other stars -- 14 of them -- listed Winn-Dixie's private-label lines, including Superbrand, Thrifty Maid, Crackin' Good and W-D Brand.

Among the products featured in the ad were Thrifty Maid Cut Green Beans, four 14.5-ounce cans for $1; Chek sodas, 59 cents per 2-liter bottle; Crackin' Good potato chips, three 6-ounce bags for $2; and Superbrand chilled orange juice, $1.88 per 64-ounce carton.

"Brands that you'll be proud to serve your family and friends," the ad read. "As Always, Backed By Our 100% Satisfaction Guarantee."

Winn-Dixie officials were not available for comment, but an Atlanta-area observer said the chain effectively used in-store signs to alert customers to the sale.

"They had shelf tags and the like. I don't see how customers could have missed it."

Private label is an important part of Winn-Dixie's strategy, the observer noted.

"When you bill yourself as the 'Low Price Leader,' private label becomes all that much more crucial. You have to get it out there so people see the low prices. They regularly do a pretty good job of that."