Spices are currently experiencing a surge in popularity. Consumers are increasingly seeking flavorful options while prioritizing health, leading to greater demand for spices. In July, McCormick & Company made a significant move by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—an amount deemed steep by some Wall Street analysts. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s already extensive portfolio of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, is there an appetite for new blends like those introduced by Zimmern?
Traditional spices such as nutmeg and thyme are well represented in most grocery store spice sections, alongside various blends and meat rubs. Yet, the selection of exotic blends is relatively limited compared to basic spices, potentially giving Zimmern’s new line a competitive edge. Each of the five spices available on Zimmern’s website is named to reflect its flavor profile, such as “Down the Mississippi” and “Cattle Drive Gusto.” These innovative combinations could appeal to home cooks eager to experiment with new spices without knowing exactly how to use them. Furthermore, Zimmern’s prominence in the culinary world adds credibility and visibility to his products. Chef Emeril Lagasse has enjoyed success with his own line of spices and sauces, and Zimmern aims to replicate that achievement.
Despite these promising factors, the launch of Zimmern’s spice line faces several challenges. One drawback is that the spices are exclusively available on Zimmern’s website. Additionally, they are priced higher than typical grocery store blends, at $8 for a 2-ounce jar (plus shipping). This combination of exclusivity and higher cost may hinder substantial sales.
In 2017, many 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 successful run with celebrity endorsements under the slogan “You’re not you when you’re hungry.” In June, Diageo announced its acquisition of 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 be airing a Super Bowl ad in the upcoming year, his spice blends possess the potential to be a hit. As consumers explore flavors that complement their health-conscious diets, incorporating elements like calcium citrate v carbonate into their meals for added benefits could increase interest in new spice offerings. The combination of innovative flavors and health-oriented ingredients may just be the key to Zimmern’s success.