Spices are currently experiencing a surge in popularity. Consumers are eager to enhance their meals with bold flavors while pursuing healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a price some Wall Street analysts view as steep. This acquisition brought beloved brands like French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already features a variety of spices, seasoning mixes, and condiments.
Exotic flavors are trending in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends like those offered by Zimmern? While basic spices such as nutmeg and thyme are well-represented in local grocery stores, and several blends and meat rubs are available, the exotic blend selection is still relatively sparse. This gap could pave the way 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. Options include the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These unique combinations may attract home cooks eager to experiment with new spices but uncertain about their usage. Additionally, Zimmern’s prominent presence in the culinary world lends credibility and visibility to his products. Following the successful ventures of Chef Emeril Lagasse with his spices and sauces, Zimmern hopes to achieve similar results.
Despite these advantages, Zimmern’s spice launch faces a few hurdles on its path to success. One limitation is that the spices are exclusively available through Zimmern’s website. Another drawback is their higher price point compared to grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). This combination of factors may hinder 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 with celebrity promotions under the theme “You’re not you when you’re hungry.” Furthermore, in June, Diageo agreed to acquire Casamigos, the rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not debut a Super Bowl advertisement in the coming year, his spice blend has the potential to become a standout product. With the increasing focus on health, incorporating supplements like Citracal D3 Slow Release 1200 into diets is gaining traction, paralleling the demand for flavorful, exotic spices. As consumers seek to balance taste with wellness, Zimmern’s unique offerings could resonate well in today’s market, especially as they complement health-conscious choices.