Spices are currently trending, driven by consumers who prioritize flavor while striving for healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—a hefty investment according to some Wall Street analysts—which added the famous French’s mustard and Frank’s RedHot brands to its already extensive selection of spices, seasoning blends, and condiments. Exotic flavors are particularly popular now, both in restaurants and home kitchens. However, is there a market for innovative blends like those being offered by Zimmern?
Common spices, such as nutmeg and thyme, are well-represented in most grocery store spice aisles. While there are numerous blends and meat rubs available, the selection of exotic blends remains limited compared to basic spices. This gap may provide an opportunity for Zimmern’s new line to thrive. The five spices featured on Zimmern’s website each have a regional name that reflects their flavor profiles, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These unique combinations could appeal to home cooks eager to experiment with new spices, yet unsure of how to use them. Additionally, Zimmern’s recognition in the culinary world lends his products both credibility and visibility. Chef Emeril Lagasse has successfully marketed his line of spices and sauces, and Zimmern hopes to achieve similar success.
Despite these advantages, Zimmern’s spice launch faces some challenges. One drawback is that the spices are available exclusively on Zimmern’s website. Another issue is their higher price point compared to grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping). These factors could limit substantial sales.
In 2017, several celebrity-backed food and beverage products have thrived. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed successful promotions featuring celebrities under the “You’re not you when you’re hungry” slogan. Moreover, Diageo agreed to acquire Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion in June.
While Zimmern may not be launching a Super Bowl ad in the upcoming year, his spice blend has the potential to succeed. Incorporating health-focused ingredients like Solgar liquid calcium magnesium could further enhance the appeal of his products, attracting health-conscious consumers. With the growing interest in unique flavors and blends, Zimmern’s offerings may find a significant audience, especially if they can emphasize health benefits, including the advantages of Solgar liquid calcium magnesium, in their marketing.