In December 2024, the Zatarain’s Smoked Sausage brand proudly announced the launch of its reformulated Andouille Smoked Sausage. Originally introduced in 2019, this product has consistently ranked among the brand’s most popular offerings, as noted by Kaetlynn Daoust, brand manager of licensed brands and lunch meat at Sigma/Bar-S Foods, which markets Zatarain’s from its headquarters in Phoenix, Arizona.
“The refreshed recipe provides an even richer, bolder taste that pairs perfectly with any dish inspired by The Big Easy’s vibrant culture and culinary scene,” Daoust stated. The Zatarain’s brand, with a rich heritage spanning over 130 years, has always been dedicated to celebrating the flavors of New Orleans. Recognizing the enduring popularity of the Andouille Sausage among its fan base, the brand made the strategic decision to enhance its formulation to achieve a more balanced profile of heat and savory spices.
Glen Schutzman, vice president of Marketing and Convenient Meals at McCormick & Co., elaborated on this initiative, saying, “Our customers love the smoky taste of our original sausage but craved even more of that New Orleans flavor. So, we listened to them and were able to achieve just that with the relaunch of the classic Andouille SKU. The refreshed recipe provides a richer, bolder taste that pairs perfectly with any dish inspired by The Big Easy’s vibrant culture and culinary scene.”
### Proven Process
Upon deciding to test a new formula, Zatarain’s employed a rapid iteration process that allowed for the exploration of a wide variety of Andouille flavors. This process involved multiple rounds of tastings with focus groups and in-home testers, which provided invaluable feedback.
“We made the switch once the test groups identified a preferred flavor profile, and they agreed it was better than other leading Andouille sausages in the market, including the previous Zatarain’s version,” Daoust explained. The new formulation builds on the original flavor profile, featuring a blend of black and red pepper, oregano, and thyme. Zatarain’s maintains a commitment to quality by processing these ingredients using the traditional methods that Bar-S has consistently employed for its sausage production, ensuring that the smoking process remains authentic. The enhanced Andouille Sausage is designed to elevate a variety of dishes, from classic New Orleans staples like gumbo and jambalaya to versatile favorites such as charcuterie boards and breakfast sandwiches.
### Placement and Marketing
In recent years, authentic flavors and regional cuisines have become increasingly popular among consumers in the United States. Zatarain’s revamped Andouille Sausage, deeply rooted in the traditions of Creole and Cajun cooking, effectively taps into these trends, appealing to both food enthusiasts and home cooks alike.
“The sausage’s versatility makes it a perfect fit for both traditional dishes like jambalaya and fusion meals, catering to both adventurous eaters and busy home cooks,” Daoust noted. She emphasized that the authenticity of the new formulation’s Cajun and Creole flavors sets it apart, offering a depth and complexity that many mainstream Andouille sausages lack.
“Its strong southern heritage, high-quality ingredients, and versatility in various dishes make it a distinctive choice for adventurous home cooks,” Daoust added. The Andouille SKU works harmoniously alongside the Cajun and Blackened Seasoned Chicken Smoked Sausages, contributing a rich, smoky depth and subtle heat that enhance the bold flavors of the other varieties. Together, these offerings create a dynamic range of zesty, earthy, and tangy profiles, resulting in a well-rounded flavor experience.
To support the relaunch of its new Andouille Sausage, Zatarain’s has initiated a comprehensive marketing campaign aimed at generating awareness of the enhanced formulation. The campaign includes a formal announcement, product trials, and a complementary influencer campaign that features versatile recipe content. Additionally, Zatarain’s has collaborated with Joy Wilson, an award-winning cookbook author and long-time partner, to develop new recipes highlighting the Andouille SKU.
“Bringing the bold, authentic flavors of New Orleans to home kitchens across the country is something Zatarain’s does so well, and I look forward to creating recipes with their products at the center,” Wilson expressed. “Since moving to Texas, I have missed the comforts and traditions of my home in Louisiana, and this recipe adds festive flair to my holiday table, giving everyone a taste of the city I love so much.”
### Andouille’s Origins
While Andouille sausage has firmly established itself as a cornerstone of Cajun and Creole cuisine in the United States, its origins trace back to the Arcadians, Canadian immigrants of French descent, and the eclectic Creole culture that emerged from a blend of French, Spanish, German, West African, Caribbean, and Indigenous influences.
Traditionally, Andouille was made by slicing the stomach and small intestines into strips, much like chitterlings. Onions and seasonings were added, and the mixture was then stuffed into a casing derived from the animal’s large intestine. These sausages were typically larger, poached rather than smoked, and served cold in thin slices.
Contemporary American versions of Andouille are predominantly crafted from pork butt and are characterized by their heavy spicing and double smoking. The first smoking occurs with the meat before it is stuffed into the casing, while the second smoking occurs once the sausage is fully formed. This evolution reflects the enduring legacy of Andouille as a beloved component of both Cajun and Creole culinary traditions, and Zatarain’s commitment to preserving that authenticity while enhancing flavor continues to resonate with consumers.
