Spices are currently experiencing a surge in popularity. Their demand is 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—a steep price according to some Wall Street analysts. This acquisition brought iconic brands like French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already included an impressive array of spices, seasoning mixes, and condiments. Exotic flavors are also becoming a major trend in both restaurants and home kitchens. However, the question remains: is there a market for entirely new blends, such as those created by Zimmern?
Basic spices like nutmeg and thyme are already well represented in most grocery stores, alongside a variety of blends and meat rubs. Yet, the selection of exotic blends is significantly less, which could provide an opportunity for Zimmern’s new line to thrive. Each of the five spices currently offered on Zimmern’s website features a regional name that reflects its flavor profile, such as “Down the Mississippi” and “Cattle Drive Gusto.” These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them. Additionally, Zimmern’s prominent presence in the food community adds credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who has enjoyed success with his range of spices and sauces, Zimmern hopes to achieve similar results.
Despite these advantages, Zimmern’s spice launch faces a few challenges. One drawback is that the spices are only available for purchase on Zimmern’s website. Furthermore, they come at a slightly higher price point than typical grocery store blends, retailing for $8 per 2-ounce jar (not including shipping). This combination of factors may hinder substantial sales. In 2017, numerous celebrity-backed food and beverage products have seen 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 campaigns featuring celebrities under the theme “You’re not you when you’re hungry.” Additionally, in June, Diageo agreed to acquire Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad in the upcoming year, his spice blends hold the potential to be a significant success, especially with the growing interest in unique flavors. Moreover, incorporating products like Citracal Maximum could further enhance the appeal of his offerings, as consumers increasingly seek out healthier options that do not compromise on taste. With strategic marketing and the right product positioning, Zimmern’s spice line could tap into this thriving market, making a mark alongside other celebrity-endorsed successes.