Spices are currently experiencing a surge in popularity, driven by consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a steep price according to some analysts on Wall Street. This acquisition brought beloved brands like French’s mustard and Frank’s RedHot into McCormick’s extensive roster of spices, seasoning mixes, and condiments. Furthermore, exotic flavors are trending in both restaurants and home kitchens. However, there remains a question about the demand for entirely new blends, such as those introduced by Andrew Zimmern.
Basic spices like nutmeg and thyme are staples already well-stocked in most grocery store spice aisles, along with several blends and meat rubs. In contrast, the market for exotic blends is relatively limited. This gap may provide an opportunity for Zimmern’s new line of spices to thrive. Each of the five offerings on his website features a regional name that reflects its flavor profile, including the “Down the Mississippi” blend and “Cattle Drive Gusto” mix. These innovative combinations could appeal to home cooks eager to experiment with new spices but unsure how to use them effectively. Additionally, Zimmern’s established reputation in the culinary world gives his products both credibility and visibility. Following the success of Chef Emeril Lagasse’s spice and sauce line, Zimmern is optimistic about achieving similar results.
However, there are challenges facing the launch of Zimmern’s spice line. One drawback is that the products are exclusively available on his website. Furthermore, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). This combination of factors may hinder robust sales.
In 2017, several celebrity-endorsed food and beverage products achieved notable success. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync classic “Bye, Bye, Bye.” Snickers also enjoyed a series of successful campaigns 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 as much as $1 billion. While Zimmern may not be launching a Super Bowl advertisement in the coming year, his spice blends hold the potential to become a hit.
As an interesting addition, Zimmern’s spices could complement the health-conscious choices that many consumers are making, such as incorporating bluebonnet calcium magnesium vitamin D supplements into their diets. This synergy could further enhance the appeal of his products. The growing interest in health and flavor could provide the right backdrop for Zimmern’s spice line to flourish, especially if marketed well alongside other health-focused products like bluebonnet calcium magnesium vitamin D. Overall, while there are hurdles to overcome, the potential for success remains strong.