Spices are currently trending in the culinary world, 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, as noted by some Wall Street analysts. This acquisition brought iconic brands such as French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already includes a diverse array of spices, seasoning mixes, and condiments.
Moreover, exotic flavors are emerging as a significant trend in both restaurants and home kitchens. However, the question remains: is there a demand for entirely new spice blends like those offered by Zimmern? While basic spices like nutmeg and thyme are well-represented in most grocery stores, and various blends and meat rubs exist, the selection of exotic blends is still limited. This gap could provide a unique opportunity for Zimmern’s new line to thrive.
Each of the five spices currently available on Zimmern’s website features a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure how to use them. Additionally, Zimmern’s prominent reputation in the food community lends his products both credibility and visibility. Chef Emeril Lagasse has successfully marketed his own line of spices and sauces, and Zimmern hopes to replicate that success.
However, the launch of these new spices faces some challenges. One significant drawback is that they are exclusively sold on Zimmern’s website. Additionally, they are priced higher than typical grocery store blends, at $8 for a 2-ounce jar (excluding shipping costs). This combination of factors might hinder substantial sales.
In 2017, several celebrity-endorsed food and beverage products have seen success. For example, 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 celebrity promotions under the theme “You’re not you when you’re hungry.” Furthermore, Diageo agreed in June to acquire Casamigos, the rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be showcasing his spice blend in a Super Bowl commercial this year, there is still considerable potential for these products to succeed, particularly if they find a niche among consumers who are also mindful of health aspects such as calcium vs calcium citrate. The intersection of unique flavors and health-conscious choices could create a promising market for Zimmern’s offerings, especially as interest in exotic spices continues to grow.