Spices are currently trending in the culinary world, driven by consumers who prioritize flavor while seeking healthier eating options. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion, a price some Wall Street analysts deem steep. This purchase included well-known brands like French’s mustard and Frank’s RedHot, enhancing McCormick’s portfolio of spices, seasoning mixes, and condiments. Additionally, unique flavors are gaining traction in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends like those offered by Zimmern?
Basic spices such as nutmeg and thyme are already well-represented in most local grocery stores, alongside various blends and meat rubs. Nevertheless, the selection of exotic blends is relatively limited compared to basic spices, which could provide an opportunity for Zimmern’s new line. Each of the five spices available on Zimmern’s website features a regional name that reflects its flavor profile, such as “Down the Mississippi” blend and “Cattle Drive Gusto” mix. These novel combinations could appeal to home cooks eager to experiment with new spices but unsure how to use them. Moreover, Zimmern’s established reputation in the food community lends credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who has enjoyed success with his spice and sauce line, Zimmern aims to achieve similar results.
Despite these advantages, Zimmern’s spice launch faces some challenges in its pursuit of success. One drawback is that the spices are exclusively available on Zimmern’s website, limiting accessibility. Additionally, priced at $8 for a 2-ounce jar (before shipping), they are somewhat more expensive than typical grocery store blends. This pricing strategy, combined with limited availability, may hinder substantial sales.
In 2017, we witnessed several 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 promotions featuring celebrities under the tagline “You’re not you when you’re hungry.” Furthermore, Diageo announced in June the acquisition of Casamigos, the rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad anytime soon, his spice blends, which could include calcium citrate 300 mg elemental in their formulation for added health benefits, have the potential to be a hit. If marketed effectively, these innovative blends might fill a gap in the market, capturing the interest of consumers eager to explore new flavors while maintaining a focus on health.