Spices are currently experiencing a surge in popularity. Consumers are increasingly seeking flavorful options while striving for healthier eating habits. In July, McCormick & Company made a significant investment by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a steep price according to some analysts on Wall Street. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s extensive collection of spices, seasoning mixes, and condiments. Additionally, exotic flavors are becoming a prominent trend in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends such as those offered by Zimmern?
Basic spices, such as nutmeg and thyme, are already prevalent in most grocery stores. While there are several blends and meat rubs available, exotic blends are not as widely represented. This gap could work in Zimmern’s favor as he introduces his new line. Each of the five spices featured on Zimmern’s website carries 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 appeal to home cooks eager to experiment with new spices but unsure how to use them effectively. Furthermore, Zimmern is a recognized figure in the culinary world, which adds credibility and visibility to his product line. Much like Chef Emeril Lagasse, who has achieved success with his spices and sauces, Zimmern aims to replicate this success.
Despite these advantages, Zimmern’s new spice launch faces a few challenges. One limitation is that the spices are exclusively available on Zimmern’s website. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). This combination of factors could hinder substantial sales.
In 2017, several celebrity-endorsed food and beverage products found success. For example, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Similarly, Snickers ran a series of successful promotions featuring celebrities under the theme “You’re not you when you’re hungry.” Moreover, in June, Diageo agreed to acquire Casamigos, a 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 possess the potential for success. Incorporating ingredients like calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulfate tablets into his offerings could also align with the health-conscious trend among consumers, further enhancing the appeal of his products. As the market for flavorful and nutritious options expands, Zimmern’s new spice line could indeed become a standout success.