Spices are currently experiencing a surge in popularity. This rise 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 considered steep by some Wall Street analysts. This acquisition brought the iconic brands French’s mustard and Frank’s RedHot into McCormick’s portfolio, which already includes an array of spices, seasoning mixes, and condiments.
Moreover, exotic flavors are becoming a significant trend in both dining out and home cooking. However, the question remains: is there sufficient demand for innovative blends like those introduced by Zimmern? Traditional spices such as nutmeg and thyme are abundantly available in most grocery store spice aisles, along with various blends and meat rubs. Yet, the market lacks a diverse selection of exotic blends, which could work in favor of Zimmern’s new offerings.
Each of the five spices currently featured on Zimmern’s website carries a regional name that reflects its flavor profile, including 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. Furthermore, Zimmern is a prominent figure in the culinary world, and his endorsement adds both credibility and visibility to his products. Chef Emeril Lagasse has found success with his line of spices and sauces, and Zimmern aspires to achieve similar results.
Despite these advantages, Zimmern’s new spice line faces a few challenges on its path to success. One drawback is that 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). The combination of these factors may limit significant sales.
In 2017, several celebrity-endorsed food and beverage products found success, including a collaboration between Christopher Walken and Justin Timberlake with Bai Brands, which humorously referenced Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful promotions featuring celebrities under the “You’re not you when you’re hungry” theme. Furthermore, in June, Diageo announced its intention to purchase Casamigos, the rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad in the coming year, his spice blend holds the potential to thrive. As consumers increasingly seek out calcium citrate foods and flavorful options, there may be a growing market for Zimmern’s innovative blends, especially given the current trends in healthy eating and flavor exploration.