Spices are currently experiencing a surge in popularity, driven by consumers eager to enhance their meals without compromising on flavor while pursuing healthier eating habits. In July, McCormick & Company made a substantial move by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a figure some analysts on Wall Street deem quite steep. This acquisition brought iconic 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.
Exotic flavors are also emerging as a significant trend in both restaurants and home cooking. However, the question remains: is there a market for new spice blends such as those introduced by Zimmern? Basic spices like nutmeg and thyme are widely available in most local grocery stores, as are various blends and meat rubs. In contrast, the selection of exotic blends is relatively limited. This gap could work in Zimmern’s favor, potentially enhancing the success of his new line.
Zimmern’s current offerings feature five spices available on his website, each with a regional name that reflects its flavor profile. For instance, there’s the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations may attract home cooks looking to experiment with new flavors but uncertain about how to utilize them. Moreover, Zimmern’s well-established reputation in the culinary world adds credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who has achieved success with his line of spices and sauces, Zimmern hopes to replicate that success.
However, the launch of these new spices isn’t without its challenges. One drawback is that they 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 (excluding shipping costs). This combination of factors may hinder significant sales.
In 2017, numerous celebrity-endorsed food and beverage products have thrived. For instance, 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 campaigns featuring celebrities under the “You’re not you when you’re hungry” theme. Furthermore, Diageo announced in June its intention to purchase Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney, for as much as $1 billion.
While Zimmern may not be launching a Super Bowl ad in the upcoming year, there remains potential for his spice blends to become a hit. Additionally, for those interested in health supplements, products like calcium citrate 950 mg available at Walgreens could complement a flavorful diet, emphasizing the importance of nutrition alongside culinary creativity. This focus on health and flavor could pave the way for Zimmern’s spices to resonate with consumers looking for both taste and wellness.