Spices are currently experiencing a surge in popularity, as consumers are eager to enhance their meals with flavor while following healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a figure some Wall Street analysts deem steep. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s already extensive portfolio of spices, seasoning mixes, and condiments. Furthermore, exotic flavors are becoming a major trend in both restaurants and home kitchens. But is there a market for innovative blends like those offered by Zimmern?
Basic spices such as nutmeg and thyme are widely available in local grocery stores, and there are numerous blends and meat rubs in the mix. However, the selection of exotic blends is still relatively limited compared to basic spices, which could give Zimmern’s new line an edge. Each of the five spices available on Zimmern’s website boasts a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These unique combinations could attract home cooks eager to experiment with new flavors but unsure of how to use them. Moreover, Zimmern’s prominence in the food community lends credibility and visibility to his products, much like Chef Emeril Lagasse’s successful line of spices and sauces.
Despite these potential advantages, Zimmern’s spice launch faces a couple of challenges. For one, the spices are only available through Zimmern’s website, limiting accessibility. Additionally, at $8 for a 2-ounce jar (excluding shipping), they are pricier than many grocery store blends, which may hinder sales.
In 2017, numerous celebrity-endorsed food and beverage products have thrived, including Christopher Walken and Justin Timberlake’s collaboration with Bai Brands, which humorously referenced Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers capitalized on a successful campaign featuring celebrities under the tagline “You’re not you when you’re hungry.” Furthermore, Diageo’s purchase of Casamigos, the fastest-growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion, highlights the trend.
While it’s unlikely Zimmern will debut a Super Bowl advertisement in the coming year, his spice blend has the potential to become a hit. Additionally, for those looking to incorporate health benefits into their cooking, spices combined with calcium citrate malate and vitamin D3 can enhance nutritional value, making them even more appealing. The inclusion of these nutrients can attract health-conscious consumers, who are increasingly looking for ways to improve their diets while enjoying flavorful meals.