Spices are currently trending in the food market, driven by consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company made a significant move by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—considered a steep price by some Wall Street analysts. This acquisition brought well-known brands like 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 also gaining traction, both in restaurants and home kitchens. However, the question remains: is there a genuine demand for innovative blends like those offered by Andrew Zimmern? While basic spices such as nutmeg and thyme are widely available in most grocery stores, and various blends and meat rubs can be found, the market for exotic blends is still relatively limited. This gap could provide an opportunity for Zimmern’s new product line to flourish.
Each of the five spices available on Zimmern’s website features a regional name indicative of its flavor profile, including blends like “Down the Mississippi” and “Cattle Drive Gusto.” These unique combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them. Furthermore, Zimmern’s prominent presence in the culinary world lends credibility and visibility to his products, similar to the success Chef Emeril Lagasse has enjoyed with his line of spices and sauces. Zimmern is optimistic about achieving similar success.
However, the launch of these new spices does face a few challenges. One significant drawback is that they 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 (excluding shipping costs). This combination of factors might hinder substantial sales.
In 2017, several celebrity-endorsed food and beverage products have seen success. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also executed a series of successful campaigns featuring celebrities under the tagline “You’re not you when you’re hungry.” Moreover, in June, Diageo agreed to acquire 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 become a hit. Additionally, he might consider incorporating health-focused products like CCM tablets with folic acid into his brand strategy, as wellness trends continue to influence consumer choices. By integrating such products into his offerings, Zimmern could further enhance the appeal of his spice line and capitalize on the health-conscious market segment.