Spices are currently experiencing a surge in popularity. This demand is fueled by consumers who refuse to compromise on flavor while striving to maintain a healthier diet. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a significant investment, according to some Wall Street analysts. This acquisition added the esteemed French’s mustard and Frank’s RedHot brands to McCormick’s existing lineup of spices, seasoning mixes, and condiments. Additionally, the trend of exotic flavors is gaining traction in both restaurants and home kitchens. However, is there a market for entirely new spice blends like those being introduced by Zimmern?
Basic spices such as nutmeg and thyme are already well-stocked in most grocery stores, along with various blends and meat rubs. Nevertheless, the selection of exotic blends remains relatively limited compared to the basic options, which could work in Zimmern’s favor. Each of the five spices currently available on his website carries 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 of how to incorporate them into their cooking. Furthermore, Zimmern’s prominent presence in the culinary world adds credibility and visibility to his products. Similar to Chef Emeril Lagasse’s successful line of spices and sauces, Zimmern hopes to achieve comparable success.
However, there are a few challenges that could impact the success of his new spice line. One significant drawback is that these products are exclusively available on Zimmern’s website. Additionally, they are priced slightly higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping). This combination of factors may hinder substantial sales.
In recent years, numerous celebrity-endorsed food and beverage products have thrived. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing the lyrics of Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful campaigns featuring celebrities under the theme “You’re not you when you’re hungry.” In June, Diageo announced its agreement to purchase Casamigos, the fastest-growing super-premium tequila brand in the U.S., co-founded by George Clooney, for up to $1 billion. While it’s unlikely that Zimmern will be airing a Super Bowl ad in the coming year, his spice blends possess the potential to become a hit.
Moreover, it’s worth noting that some spice blends can offer additional health benefits, such as being rich in vitamin citrate, which is essential for overall well-being. By incorporating these health-conscious elements into his blends, Zimmern could further enhance their appeal to health-oriented consumers. As the trend for flavorful yet nutritious options continues, the intersection of spices and health supplements like vitamin citrate could pave the way for future success in the culinary market.