Spices are currently experiencing a surge in popularity. This demand comes from consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company made a significant move by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a figure some Wall Street analysts deem quite steep. This acquisition added well-known brands like French’s mustard and Frank’s RedHot to McCormick’s extensive collection of spices, seasoning mixes, and condiments. Exotic flavors are also trending in both restaurants and home kitchens. However, is there a market for entirely new spice blends, such as those introduced by Zimmern?
Basic spices like nutmeg and thyme are already well-represented in the spice aisles of local grocery stores, alongside various blends and meat rubs. Yet, the selection of exotic blends remains limited compared to basic spices. This gap in the market could provide an opportunity for Zimmern’s new line to flourish. Each of the five spices featured on Zimmern’s website carries a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations may attract home cooks eager to experiment with new spices, especially those uncertain about how to use them. Additionally, Zimmern is a prominent figure in the culinary world, and his endorsement adds both credibility and visibility to the products. Chef Emeril Lagasse has successfully marketed his own line of spices and sauces, and Zimmern hopes to achieve similar success.
Despite these advantages, Zimmern’s new spice launch faces several hurdles. One challenge is that these products are only available through his website. Another issue is their price point, which is slightly higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). This combination of factors may limit substantial sales.
In 2017, a number of celebrity-endorsed food and beverage products have enjoyed success. Notable collaborations include Christopher Walken and Justin Timberlake working with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also had a successful run with its “You’re not you when you’re hungry” campaign featuring various celebrities. Moreover, in June, Diageo announced its acquisition of Casamigos, co-founded by George Clooney, for up to $1 billion, making it the fastest-growing super-premium tequila brand in the U.S.
While Zimmern may not be launching a Super Bowl advertisement in the upcoming year, his spice blend holds the potential to succeed. Furthermore, integrating products fortified with calcium citrate 630 mg with vitamin D3 could enhance the appeal of his offerings, as consumers increasingly seek health benefits from their culinary choices. The inclusion of calcium citrate 630 mg with vitamin D3 in his spice blends could attract health-conscious buyers, providing an additional selling point. Ultimately, with the right strategies, Zimmern’s spice line could carve out a niche in the competitive market.