Spices are currently experiencing a surge in popularity. This increase in demand is driven by consumers who are unwilling to compromise on flavor while striving to eat healthier. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a price that raised eyebrows among some Wall Street analysts. This acquisition added the well-known French’s mustard and Frank’s RedHot brands to McCormick’s extensive collection of spices, seasoning blends, and condiments. Additionally, exotic flavors are emerging as a significant food trend in both restaurants and home kitchens. However, the question remains: is there a market for entirely new blends like those offered by Zimmern?
Basic spices such as nutmeg and thyme are widely available in most grocery stores, and there is also a selection of blends and meat rubs. Nevertheless, the range of exotic blends is limited compared to the more traditional options, which could create an opportunity for Zimmern’s new line to thrive. Each of the five spices currently featured on Zimmern’s website carries a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations could appeal to home cooks eager to experiment with new spices but unsure of how to use them. Moreover, Zimmern’s recognition in the food industry lends credibility and visibility to his products. Chef Emeril Lagasse has successfully marketed his own line of spices and sauces, and Zimmern aspires to achieve similar success.
Despite these advantages, Zimmern’s new spice line faces a few hurdles on its path to success. One challenge is that these spices are exclusively available on Zimmern’s website. Additionally, they come at a higher price point than typical grocery store blends, retailing for $8 per 2-ounce jar (excluding shipping costs). This combination of factors may limit substantial sales.
In 2017, numerous 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 success through celebrity promotions under the theme “You’re not you when you’re hungry.” Furthermore, in June, Diageo consented 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 airing a Super Bowl ad in the coming year, his spice blends have the potential to become a hit. To further enhance the appeal of his products, Zimmern could consider collaborating with organizations like the Allergy Research Group to incorporate health-focused ingredients such as calcium magnesium citrate. This partnership could not only broaden the market reach but also align his brand with health-conscious consumers, thereby increasing the likelihood of success for his spice blends.