Called ‘NOWB’ for short, Zatarain’s director of product development Anne deLouise said NOWB will give boiled water a “palatable and uniquely New Orleans taste.”
“It’s a special blend made from dried, roasted beans from Central America mixed with chicory. Throw a couple of bags of NOWB in the water after you boil, and you will want to boil water every day!”
DeLouise said Zatarain’s, in search of uniquely New Orleans ideas for using NOWB in everyday life, reached out to a few dozen local restaurants and chefs who received advanced packages of the seasoning to help the brand assemble a book that will include exciting recipes for NOWB and be released sometime in the next few months.
According to deLouise, one chef has already added sugar and cream to NOWB.
“It reminds me of home in the most memory eliciting way. It’s great!”
New Orleans Mayor Mitch Landrieu released a statement today saying he was excited to bring attention to Zatarain’s new product by issuing the recent water boil advisories for the East Bank of the city.
“Zatarain’s is an icon around here, and the city of New Orleans is honored to continually assist in creating awareness for one of our local businesses. So anytime you see us issuing a water boil advisory in the future, just know we’re doing it to help local businesses thrive.”
Following Zatarain’s announcement, Mignon Faget announced a new designer series of mugs for New Orleanians to enjoy their NOWB. The stylish mugs in the series are the ‘Uptown’ (fine bone china), the ‘Lakeview’ (Correlle ware), and the ‘Arabi’ (pressed paper), and start at $139.99 each.