SuperValu ( SVU) said its Keltsch Pharmacy will change its name to Scott's Pharmacy in a bid to increase recognition within the Fort Wayne, Ind., community.

The move, effective Sunday, will affect 14 pharmacies located in Scott's Food & Pharmacy grocery outlets.

"Keltsch Pharmacy has been a household name for more than 80 years, but has actually been owned and operated by Scott's Food & Pharmacy's parent company since 1998," said Dick Bergman, president of Scott's Food & Pharmacy. "Changing the name from Keltsch to Scott's Pharmacy better identifies who we are to the consumer."

SuperValu, Eden Prairie, Minn., said all Scott's Pharmacy locations have been remodeled and upgraded. Additionally, SuperValu noted, Scott's Pharmacy "is also launching a new customer service Careantee that promises to deliver world-class pharmaceutical care."

"It's not just a guarantee," Scott's said, "it's a care guarantee."

On Friday, SuperValu rose a nickel to $30.88.