Spices are currently experiencing a surge in popularity. This demand is driven by consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company made headlines with its $4.2 billion acquisition of Reckitt Benckiser’s Food Division—a price considered steep by some Wall Street analysts. This deal brought iconic brands such as French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already includes a variety of spices, seasoning mixes, and condiments.
Exotic flavors are emerging as a significant trend in both restaurants and home kitchens. However, the question remains: is there a market for new blends like those offered by Zimmern? While basic spices like nutmeg and thyme are well-represented in local grocery stores, exotic blends remain scarce compared to their basic counterparts. This gap could pave the way for Zimmern’s new line to thrive. 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 may captivate home cooks eager to experiment with new spices but unsure of how to incorporate them. Furthermore, Zimmern’s established reputation in the food community lends credibility and visibility to his products. Similar to Chef Emeril Lagasse, who has successfully marketed his own spices and sauces, Zimmern hopes to replicate that success.
Despite these advantages, Zimmern’s spice launch faces a couple of challenges. One drawback is that the products are exclusively available through his website. Additionally, priced at $8 for a 2-ounce jar (excluding shipping), they are somewhat more expensive than typical grocery store blends, which could hinder substantial sales.
In 2017, several celebrity-endorsed food and beverage products have thrived. 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 promotions featuring celebrities under the “You’re not you when you’re hungry” theme. Moreover, in June, Diageo agreed to acquire Casamigos, co-founded by George Clooney, for up to $1 billion, making it the fastest-growing super-premium tequila brand in the U.S.
While Zimmern may not be launching a Super Bowl ad anytime soon, his spice blends have the potential to succeed. Additionally, incorporating elements like calcium citrate names into his branding could further enhance the appeal of his products, as consumers increasingly seek health benefits alongside flavor. By strategically emphasizing the health aspects associated with products like calcium citrate names, Zimmern could attract a broader audience and increase his market presence.