Texas-based Sanderson Specialty Foods debuts new packaging for Texas-Texas salsa brand; design includes enhanced Texas personality with iconic cowboy hat and rope on post, irregular label edge, spot UV finish on brand name, heat stamp and variety banner
May 27, 2014
– Austin-based Sanderson Specialty Foods is excited to announce the debut of new packaging for its Texas-Texas brand of premium, all natural salsas. The family owned and operated company has long had a strong regional presence and is seeking to positioning itself for continued growth, nationally, and proactively differentiate its brand from the ever-growing number of competitive offerings in the salsa category. Sanderson Specialty Foods' last major redesign dates back to 2009.
"We sought to develop an unconventional design that conveys premium quality but remains approachable," said Brian Sanderson, President of Sanderson Specialty Foods. "We wanted to create a local, gourmet salsa experience for the food enthusiast that's fitting for any occasion. There are other great salsas on the market, but we think we make the very best salsa you can buy."
Updating the Texas-Texas consumer packaging also led to an overhaul of the brand's messaging and identity.
Sanderson says it's the most substantial investment his company has ever made in its packaging and that it was important to him to take advantage of the abundant talent and resources available in the Austin area. Working with a local designer with extensive packaging experience, Sanderson Specialty Foods conducted an exhaustive analysis of colors, graphics, readability, fonts, shape and theme. International Print & Packaging, just up the road from Austin in Liberty Hill, TX, then helped define the material and label finish.
"We wanted to inject more imagery representative of Texas and our company heritage, to enhance authenticity," continued Sanderson. "The hand-drawn cowboy hat and rope illustrations are quintessentially Texan and celebrate our product's role in traditional Texas cuisine, while reinforcing family values such as hard work and self-reliance. To that end, the pickup truck is a nod to my father, Eddie, who perfected our original salsa recipe and made our company's first deliveries by hand out of the back of his pickup in 1997."
Notable changes and features of the new labels include:
Sanderson believes that the updates result in a more visible product that is more easily remembered past the point-of-purchase than the previous packaging. The new Texas-Texas labels have already begun appearing on retailers' shelves, and the rollout will continue through the end of June.
Texas-Texas brand salsas can be found at most major grocery chains in Texas, including HEB, Kroger, Wal-Mart, Randalls, Tom Thumb, Brookshire's, Brookshire Brothers, Whole Foods (SW Region), United, Market Street, and Sprouts. Outside of Texas, the company's products are available at Safeway in Arizona, Raley's and Nugget Markets in California, Akin's Natural Foods in Oklahoma, and Wal-Mart locations in Arkansas, Kansas, Louisiana, Missouri, Nebraska and Oklahoma. General information about Sanderson Specialty Foods, its Texas salsas and other products is available at http://www.sandersonfoods.com.
About Sanderson Specialty Foods:
Sanderson Specialty Foods, Inc. is a second generation family owned and operated producer of award winning, premium salsas and barbeque sauces. Eddie Sanderson founded the company in Austin, TX, in 1997, when he made the first deliveries of his Texas-Texas brand salsas out of the back of his pickup truck. The company has since built a devoted, regional following and long outgrown the personal delivery business, but the Sandersons remain committed to using only the highest-quality ingredients in their products and still sample each and every batch.