Spices are currently in high demand, as consumers prioritize flavorful options while striving for healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion, a substantial investment according to some Wall Street analysts. This acquisition brought iconic brands like French’s mustard and Frank’s RedHot into McCormick’s portfolio, which already includes a variety of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends like those introduced by Zimmern?
Basic spices such as nutmeg and thyme are well-represented in most local grocery store spice sections, alongside various blends and meat rubs. Yet, the availability of exotic blends is relatively scarce, which could work in Zimmern’s favor. Currently, Zimmern offers five distinct spices on his website, each named after a region that reflects 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 but unsure of how to incorporate them into their dishes. Moreover, Zimmern’s recognition within the food community lends credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who has successfully marketed his own line of spices and sauces, Zimmern hopes to achieve similar success.
However, there are a few challenges that could hinder the launch of his new spice line. One drawback is that these spices are exclusively available on Zimmern’s website, limiting their accessibility. Additionally, with a price point of $8 for a 2-ounce jar (excluding shipping), they are slightly more expensive than typical grocery store blends. This combination of factors may impede significant sales.
In 2017, several celebrity-endorsed food and beverage products have thrived, such as the collaboration between Christopher Walken and Justin Timberlake with Bai Brands, which humorously referenced Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a successful run with celebrity promotions centered around the theme “You’re not you when you’re hungry.” In June, Diageo announced its agreement to purchase Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney, for as much as $1 billion. Although Zimmern may not be releasing a Super Bowl advertisement in the coming year, his spice blends have the potential to resonate with consumers looking for exciting flavor profiles, especially when considering their health benefits, such as those found in calcium citrate 750 mg supplements.
Ultimately, the unique appeal of Zimmern’s exotic spices, combined with his established reputation, could pave the way for success in a crowded market, particularly as consumers continue to seek out flavorful yet health-conscious options.