Meat and Poultry Industry News / New Consumer Products

Johnsonville enters mustard category with five flavors

Processor “Flavors Up” to enhance consumer grilling experience.

July 29, 2014

When it comes to sausage, Johnsonville has offered its grilling and culinary enthusiasts a variety of sausage flavors over its nearly 70 years in business.

Now, Johnsonville is testing its strength in the mustard category, bringing that same flavor innovation to the popular condiment that consumers have used for decades on Johnsonville brats and grillers.

“Some may ask, ‘why mustard?’ Well, this is very complementary to our core sausage business and our consumers have given us permission to go there,” said Kevin Ladwig, a vice president at Johnsonville. “We are known for flavor. Consumers see Johnsonville as the creative flavor in sausage. Like sausage, mustard is a bold flavor, and therefore is a wonderful complement to further enhance our consumer’s overall sausage experience.”

The company is bringing five different mustard types to dozens of regions primarily in the Midwest, as part of a market test that will proceed through early November. Participating retailers include: Hyvee, Roundy’s, Gordy’s and approximately 240 Walmart stores.  The 10oz. bottles will be sold at retail between $1.99-$2.99.

“We introduced the new Johnsonville Mustard flavors in areas that our core business is strongest in and where the early-adopter retailers exist,” said Ladwig.  “We feel that by introducing these new mustards during the peak grilling season and merchandising the product near the fresh meat section rather than the traditional condiment aisle will inspire customers to experiment with these mustard flavors while grilling with Johnsonville products.”

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Source: Johnsonville LLC

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