Spices are currently experiencing a surge in popularity. This demand is largely driven by consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a figure some analysts on Wall Street consider steep. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s extensive lineup of spices, seasoning blends, and condiments.
Exotic flavors are emerging as a significant trend in both restaurants and home kitchens. However, the market for entirely new spice blends, such as those introduced by Zimmern, raises questions. Basic spices like nutmeg and thyme are already widely available in most local grocery stores, along with a variety of blends and meat rubs. Yet, the selection of exotic blends is noticeably limited compared to basic spices, which could work in Zimmern’s favor as he launches his new line.
Each of the five spices featured on Zimmern’s website has a unique regional name that reflects its flavor profile, including 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 how to utilize them. Additionally, Zimmern is a well-recognized figure in the culinary world, and his endorsement adds credibility and visibility to his products. Chef Emeril Lagasse has enjoyed success with his line of spices and sauces, and Zimmern aims to replicate that achievement.
Despite these advantages, Zimmern’s new spice line faces a few challenges. One limitation is that the spices are exclusively available through Zimmern’s website. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). This combination of factors could hinder substantial sales.
In 2017, numerous celebrity-endorsed food and beverage products have found success. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also ran a series of successful promotions featuring celebrities under the theme “You’re not you when you’re hungry.” Moreover, Diageo agreed in June 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 be launching a Super Bowl advertisement in the upcoming year, his spice blends have the potential to succeed, especially among health-conscious consumers who are also mindful of their bariatric calcium intake. By tapping into the growing interest in flavorful yet healthy eating, Zimmern’s products could resonate well in the marketplace.