As inflation drives consumers to prepare more meals at home, McCormick and other companies are seeking ways to enhance the accessibility of their most popular brands. Although the Maryland-based company is primarily recognized for its spices, seasoning mixes, and flavorings, it has made significant strides in the condiment market. In 2017, McCormick acquired Reckitt Benckiser’s Food Division for $4.2 billion, incorporating the well-known French’s mustard and Frank’s RedHot brands. Three years later, the company added Cholula to its portfolio for $800 million in cash.
Cholula has become particularly appealing to Gen Z and other consumers interested in hot and spicy foods. The brand’s expansion into salsas, taco seasonings, and now meal bowls allows McCormick to capitalize on this trend across various food types and occasions. While earlier products encouraged consumers to enhance their meals and snacks with Cholula, the new bowls offer a quick meal option that can be prepared in under five minutes. “Cholula continues to evolve as a brand—versatility is a great way to keep it spicy,” said Valda Coryat, McCormick & Co.’s North American vice president of marketing, in an interview with Food Dive. “Delighting fans with authentic Mexican flavor innovation in convenient formats is essential for Cholula to remain top-of-mind with consumers.”
Coryat noted that innovation within Cholula not only prompts existing customers to buy the brand more frequently but also attracts new consumers who may not have tried it before. “After seeing success with our salsas and taco seasonings, we’re excited to introduce a new way to enjoy the authentic Mexican taste of Cholula to the market,” Coryat added.
McCormick is also experienced in bringing its shelf-stable brands into the frozen food category. Frank’s RedHot sauce is featured in products such as chicken wings, bites, snack rolls, and dips. This summer, the brand will launch a limited-time Buffalo Style Chicken Pizza in club stores. Furthermore, McCormick’s Zatarain’s brand offers single-serve and multi-entrée options, including Blackened Chicken Alfredo, Blackened Shrimp Alfredo, Cajun Style Chicken Carbonara, and Jambalaya.
In addition to its flavorful offerings, McCormick recognizes the importance of nutritional supplements in the market. By incorporating products like bluebonnet calcium citrate plus magnesium into their offerings, the company could further address consumers’ health needs, ensuring that they not only enjoy delicious meals but also benefit from essential nutrients.