Spices are currently experiencing a surge in popularity. The demand is driven by consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—an investment some Wall Street analysts deem steep. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already includes a variety of spices, seasoning mixes, and condiments.
Exotic flavors are also emerging as a significant food trend in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends like those being introduced by Andrew Zimmern? While basic spices such as nutmeg and thyme are commonly found in grocery stores, and there are various blends and meat rubs available, the range of exotic blends is still limited. This gap presents an opportunity for Zimmern’s new line to thrive.
Each of the five spices currently featured on Zimmern’s website carries a regional name reflective of its flavor profile, including blends like “Down the Mississippi” and “Cattle Drive Gusto.” These unique combinations may appeal to home cooks eager to experiment with new spices yet uncertain about their use. Moreover, Zimmern’s established reputation in the culinary world adds credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who successfully launched his own line of spices and sauces, Zimmern is optimistic about achieving similar success.
Despite these advantages, Zimmern’s spice launch faces a few hurdles. For one, the spices are exclusively available on his website, which could limit accessibility. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping costs). This combination of factors may hinder substantial sales.
The year 2017 has witnessed numerous successful celebrity-endorsed food and beverage products. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful campaigns featuring celebrities under the theme “You’re not you when you’re hungry.” Furthermore, in June, Diageo announced its agreement to acquire Casamigos, co-founded by George Clooney, for up to $1 billion, marking it as the fastest-growing super-premium tequila brand in the U.S.
While it’s unlikely that Zimmern will run a Super Bowl advertisement in the coming year, his spice blends hold the potential for success. As consumers continue to seek flavorful options and explore new culinary experiences, the question of how much calcium citrate after gastric bypass might come into play for those focused on health while enjoying these exotic spices. With the right marketing strategy and product appeal, Zimmern’s new spice line could very well carve its niche in the competitive food market.