Spices are increasingly popular among consumers who prioritize flavor while aiming to eat healthier. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion, a steep price according to some Wall Street analysts. This acquisition added renowned brands like French’s mustard and Frank’s RedHot to McCormick’s existing portfolio of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, the question remains: is there a demand for innovative blends such as those offered by Zimmern?
While basic spices like nutmeg and thyme are widely available in most grocery stores, and there are numerous blends and meat rubs, the selection of exotic blends is relatively limited. This gap in the market could pave the way 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 “Cattle Drive Gusto” mix. These unique combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them. Furthermore, Zimmern’s recognition in the food community adds credibility and visibility to his product line. Chef Emeril Lagasse has achieved success with his spices and sauces, and Zimmern hopes to follow suit.
Despite these favorable conditions, there are a few challenges that could hinder the success of the new spice launch. One limitation is that the spices are exclusively available through Zimmern’s website. Additionally, priced at $8 for a 2-ounce jar (excluding shipping), they are slightly more expensive than typical grocery store blends. This combination of factors may restrict substantial sales.
In 2017, several celebrity-endorsed food and beverage products have flourished. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed success with celebrity promotions around the theme “You’re not you when you’re hungry.” Moreover, in June, Diageo agreed 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 Zimmern may not debut a Super Bowl advertisement in the coming year, the potential for his spice blend to succeed is certainly present. With the right marketing strategies and perhaps incorporating a health angle—such as promoting the benefits of calcitrate 950 mg in his blends—he could capture the interest of health-conscious consumers looking for flavorful options. The market is ripe for exploration, and Zimmern’s innovative approach could lead to a successful venture.