Spices are currently trending in the culinary world, as consumers are increasingly unwilling to compromise on flavor while pursuing healthier eating habits. In July, McCormick & Company made waves by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a steep investment by some Wall Street analysts’ standards—bringing well-known brands like French’s mustard and Frank’s RedHot into its extensive portfolio of spices, seasoning mixes, and condiments. Exotic flavors are also gaining traction, becoming a significant trend in both restaurants and home kitchens. However, the market’s appetite for entirely new spice blends, like those introduced by Zimmern, remains to be seen.
Basic spices such as nutmeg and thyme are readily available in most local grocery stores, where consumers can also find a variety of blends and meat rubs. Nevertheless, the selection of exotic blends is limited compared to those of basic spices, which could create an opportunity for Zimmern’s new offerings. Each of the five spices featured on Zimmern’s website is named after a region that reflects its flavor profile, such as the “Down the Mississippi” blend and “Cattle Drive Gusto” mix. These innovative combinations could entice home cooks eager to experiment with new spices but unsure how to use them effectively. Furthermore, Zimmern’s established reputation in the food community adds both credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who has successfully marketed his own line of spices and sauces, Zimmern hopes to achieve similar success.
Despite these advantages, Zimmern’s new spice line faces a few challenges on its path to success. One hurdle is that the spices are exclusively available on his website. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping costs). These factors may hinder substantial sales figures.
In 2017, several celebrity-endorsed food and beverage products saw success. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful promotions featuring celebrities under the theme “You’re not you when you’re hungry.” Meanwhile, Diageo agreed to a $1 billion acquisition of Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney.
Although Zimmern may not be airing a Super Bowl advertisement in the coming year, his spice blends hold promise as potential market winners. In the same way that consumers seek out quality products like Citracal calcium supplement petites for their health, they may also gravitate towards unique spice blends that enhance their culinary experiences. The intersection of health consciousness and flavor exploration could prove beneficial for Zimmern’s brand, especially as consumers continue to prioritize both wellness and taste in their cooking.