In December 2024, the Zatarain’s Smoked Sausage brand announced the launch of its reformulated Andouille Smoked Sausage. The original launch was in 2019 and continues to be one of the brand’s most popular SKUs, according to Kaetlynn Daoust, brand manager of licensed brands and lunch meat with Sigma/Bar-S Foods, based in Phoenix, Ariz., and marketer for Zatarain’s.
“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,” she said.
The Zatarain’s brand is over 130 years old and has always focused on the flavors of New Orleans. The brand decided to reformulate the Andouille Sausage, a Zatarain’s fan favorite, to provide a more perfect balance of heat and savory spices.
“Our customers love the smoky taste of our original sausage but craved even more of that New Orleans flavor,” said Glen Schutzman, vice president of Marketing and Convenient Meals at McCormick & Co. “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
Once Zatarain’s decided to test a new formula, the company used its rapid iteration process. It provided a broad variety of new andouille flavors during multiple rounds to focus groups and in-home testers.
“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 said.
This process led to a new formulation which builds on the original flavor profile. It features black and red pepper, oregano and thyme that the company processes in the same traditional method that Bar-S has always used to produce Zatarain’s sausage and is then smoked in the same way. Zatarain’s and Bar-S said the new version elevates any dish, from New Orleans classics like gumbo and jambalaya to versatile crowd favorites such as charcuterie boards and breakfast sandwiches.
Source: Zatarain'sPlacement and marketing
Authentic flavors and regional cuisines continue to trend among consumers in the United States. Zatarain’s new version of its Andouille Sausage rooted in the Creole and Cajun cooking traditions taps into those trends and others currently in demand with foodies 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 said.
She added that the authenticity of the new formulation’s Cajun and Creole flavors stands out and offers a deep and complex taste that many mainstream andouille sausages do not.
“Its strong southern heritage, high-quality ingredients, and versatility in various dishes make it a distinctive choice for adventurous home cooks,” she said. “The Andouille SKU complements the Cajun and Blackened Seasoned Chicken Smoked Sausages by adding a rich, smoky depth and slight heat that enhances the bold flavors of the other varieties. Together, they offer a dynamic range of zesty, earthy, and tangy profiles, creating a well-rounded flavor experience.”
Zatarain’s launched a complete marketing campaign to go along with the relaunch of its new Andouille Sausage. The campaign aims to generate awareness of the new formulation and included a formal announcement release with product trials, a complementary influencer campaign with versatile recipe content creation as well as teaming up with longtime partner and award-winning cookbook author Joy Wilson (@joythebaker) to create new recipes featuring the 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 said. “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 and gives everyone a taste of the city I love so much.” 
Andouille’s origins
While andouille sausage is undoubtedly a mainstay of Cajun and Creole cuisine in the United States, Danilo Alfaro of the cook and foodie collective thespruceeats.com, adds that the people and food trace their Cajun roots to the Arcadians, Canadian immigrants of French origin, and also Creole, which represents a highly eclectic mix of French, Spanish, German, West African, Caribbean and Indigenous influences.
A traditional andouille was made by slicing up the stomach and small intestines into strips (much like chitterlings). Onions and seasonings were added which were then stuffed into a casing made from the animal’s large intestine. The sausages were large and originally poached rather than smoked, allowed to cool. The sausage was served cold in thin slices.
Today, the US versions are made from pork butt, and the Cajun versions are heavily spiced and smoked twice. The first smoking is the meat that will fill the sausage, the second smoking is the sausage itself.
