Spices are currently trending in the food industry, driven by consumers who are keen to enhance their meals without compromising on flavor while pursuing healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—considered a steep investment by some Wall Street analysts. This deal brought iconic brands like French’s mustard and Frank’s RedHot into McCormick’s extensive collection of spices, seasoning mixes, and condiments. Additionally, exotic flavors are gaining traction as a major food trend in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends similar to those being introduced by Andrew Zimmern?
Basic spices such as nutmeg and thyme are widely available in local grocery stores, and there are numerous blends and meat rubs on the shelves as well. Yet, exotic blends are still relatively scarce compared to the basic options. This gap in the market could pave the way for Zimmern’s new spice line to thrive. Each of the five spices 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 unique combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them effectively. Furthermore, Zimmern is a prominent figure in the culinary world, and his endorsement adds considerable credibility and visibility to the products. Chef Emeril Lagasse has successfully launched his line of spices and sauces, and Zimmern aims to achieve similar success.
However, Zimmern’s new spice venture faces a few challenges. For one, the spices are exclusively available on 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 might hinder substantial sales growth. In 2017, several celebrity-endorsed 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 has also enjoyed a series of successful campaigns featuring celebrities under the slogan “You’re not you when you’re hungry.” Moreover, Diageo announced in June its decision to acquire Casamigos, the rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern might not be featuring a Super Bowl advertisement in the upcoming year, his spice blend has the potential to become a hit. As consumers increasingly focus on health, products like calcium citrate vitamin D3 tablets are gaining popularity, which could further influence purchasing decisions in the spice market. If Zimmern’s blends can effectively capture the interest of health-conscious consumers, they may well stand out in a competitive landscape.