Spices are currently experiencing a surge in popularity. Consumers are eager for flavorful options as they strive to eat healthier. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a price that some Wall Street analysts consider steep. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already includes a variety of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, is there a real demand for unique blends similar to those introduced by Zimmern?
While basic spices like nutmeg and thyme are commonly found in grocery stores, the selection of exotic blends is still relatively limited. This gap could work in favor of Zimmern’s new line of spices. Each of the five spices available on his website features a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure how to use them. Moreover, Zimmern’s established reputation in the culinary world adds credibility and visibility to his brand. Chef Emeril Lagasse has successfully marketed his own line of spices and sauces, and Zimmern aspires to achieve similar success.
Despite these advantages, Zimmern’s new spice launch faces a few challenges. One drawback is that the spices are exclusively sold on his website. Additionally, they come at a higher price point than typical grocery store blends, priced at $8 for a 2-ounce jar (not including shipping). This combination of factors may limit sales potential.
In 2017, several celebrity-endorsed food and beverage products achieved notable success. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync classic “Bye, Bye, Bye.” Snickers also ran effective campaigns featuring celebrities in their “You’re not you when you’re hungry” theme. Furthermore, Diageo announced in June its plan to acquire Casamigos, a 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 advertisement in the near future, his spice blend holds significant potential for success, especially when paired with health-conscious ingredients like carbamide forte, alfalfa, and calcium citrate malate 1200mg, which are becoming increasingly popular among consumers looking to enhance their culinary experiences.