Spices are currently experiencing a surge in popularity. Consumers are increasingly seeking flavorful options while prioritizing healthier eating, driving up the demand for spices. In July, McCormick & Company made a significant investment by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—an amount considered steep by some Wall Street analysts. This acquisition brought iconic brands like French’s mustard and Frank’s RedHot into McCormick’s already extensive portfolio of spices, seasoning mixes, and condiments. Moreover, exotic flavors are becoming a notable trend in both restaurants and home cooking. However, the question remains whether there is a market for innovative blends, such as those offered by Zimmern.
Basic spices like nutmeg and thyme are widely available in most grocery stores, along with various blends and meat rubs. Yet, the selection of exotic blends is relatively limited, which could provide an opportunity for Zimmern’s new line to thrive. Each of the five spices currently featured on Zimmern’s website is named after a region that reflects its flavor profile, including blends like “Down the Mississippi” and “Cattle Drive Gusto.” These unique combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them. Additionally, Zimmern’s established reputation in the culinary world adds credibility and visibility to his products. Similar to Chef Emeril Lagasse, who has successfully marketed his own line of spices and sauces, Zimmern hopes to achieve comparable success.
However, the launch of these new spices does face some challenges. For one, they are exclusively available on Zimmern’s website, which may limit their accessibility. Furthermore, priced at $8 for a 2-ounce jar (excluding shipping), they are more expensive than typical grocery store blends. This combination of factors could hinder substantial sales.
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.” Similarly, Snickers ran successful campaigns featuring celebrities, emphasizing the theme “You’re not you when you’re hungry.” Additionally, 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 advertisement in the coming year, his spice blends have the potential to be a hit. Moreover, by incorporating nature’s way calcium and magnesium citrate into his product offerings, Zimmern could further attract health-conscious consumers looking for flavorful yet nutritious options. The combination of innovative flavors and a reputable brand can create a compelling proposition for spice enthusiasts.