Spices are currently experiencing a surge in popularity. Consumers are seeking flavorful options as they aim for healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—a price considered steep by some analysts on Wall Street—adding the well-known French’s mustard and Frank’s RedHot brands to its extensive lineup of spices, seasoning mixes, and condiments. Additionally, unique and exotic flavors are trending in both restaurants and home cooking. However, the question remains: is there a market for entirely new spice blends like those introduced by Zimmern?
While basic spices such as nutmeg and thyme are readily available in most grocery stores, and there are various blends and meat rubs, the selection of exotic blends is not as extensive. This gap could position Zimmern’s new line for success. Each of the five spices 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 could appeal to home cooks eager to experiment with new spices but uncertain about how to use them. Furthermore, Zimmern’s prominence in the food community enhances the credibility and visibility of his products. Chef Emeril Lagasse has successfully marketed his own line of spices and sauces, and Zimmern aspires to achieve similar success.
Despite these advantages, the launch of Zimmern’s spices faces a few challenges. One drawback is that they are exclusively available through his website. Additionally, they are priced higher than typical grocery store blends, costing $8 for a 2-ounce jar (excluding shipping). This combination of factors may hinder significant sales.
In 2017, many celebrity-backed food and beverage products have flourished. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers has also enjoyed successful promotions featuring celebrities under the “You’re not you when you’re hungry” campaign. Moreover, in June, Diageo agreed 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 launching a Super Bowl advertisement in the upcoming year, his spice blends hold potential for success. Given the current trend towards more flavorful and health-conscious options—including those rich in kal calcium—Zimmern’s products could attract consumers seeking both taste and nutritional benefits. With the right marketing strategy, his new spice line may well become a standout in the culinary market.