Sanderson Specialty Foods Debuts New Packaging for Its Texas-Texas Salsa Brand

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Sanderson Specialty Foods debuted new packaging for its Texas-Texas brand of premium, all-natural salsas in April, with the goal of increasing competitive differentiation and positioning the company for continued growth.

Texas salsa

Sanderson Specialty Foods Texas-Texas salsa logo

We wanted to create a local, gourmet salsa experience for the food enthusiast that’s fitting for any occasion.

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:                

  •     Restructuring of the brand name with western font, “Award Winning” declaration and star colored to match the heat stamp
  •     Enhanced Texas personality with iconic cowboy hat and rope on post
  •     Positioning of variety banner next to the heat stamp, after research revealed that consumers value variety and heat equally
  •     Placement of descriptors below the variety names to distinguish varieties or describe important features
  •     Removal of select messaging from old labels to achieve a cleaner design and enhanced readability
  •     Use of an irregular label edge, hand-drawn illustrations and a unique heat stamp to convey a homemade feel
  •     Use of a spot UV finish on the brand name, heat stamp and variety banner to maximize shelf visibility

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

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.

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Michelle Zeplin
since: 10/2010
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