Spices are currently enjoying immense popularity, driven by consumers who are unwilling to compromise on flavor while pursuing healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—an eye-catching amount according to some Wall Street analysts. 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. Additionally, exotic flavors are becoming a significant trend in both restaurants and home kitchens. But is there a genuine market for innovative blends like those introduced by Zimmern?
Basic spices such as nutmeg and thyme are already well-stocked in most local grocery stores, along with a variety of blends and meat rubs. However, the selection of exotic spice blends remains relatively limited compared to traditional options, which may give Zimmern’s new line an advantage. Each of the five spices available on Zimmern’s website is named after a region that reflects its unique flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These novel combinations could be appealing to home cooks eager to explore new spices but uncertain about how to utilize them. Furthermore, Zimmern is a recognized figure in the culinary world, which adds credibility and visibility to his products. Similar to Chef Emeril Lagasse’s successful spice and sauce line, Zimmern aspires to achieve the same level of recognition.
However, this new spice launch faces some challenges on the path to success. One limitation is that the blends are exclusively available on Zimmern’s website. Additionally, at $8 for a 2-ounce jar (excluding shipping), they are priced higher than typical grocery store blends. This combination of factors may hinder significant sales.
In 2017, several celebrity-endorsed food and beverage products achieved notable success. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, playfully referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful promotions featuring celebrities under the slogan “You’re not you when you’re hungry.” In June, Diageo announced its plan to acquire Casamigos, the fastest-growing super-premium tequila brand in the U.S., co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad in the upcoming year, his spice blends certainly have the potential to thrive. There is a growing interest in health-conscious products, including those enriched with nutrients like Solgar calcium magnesium citrate, which could align well with the current market trends. As consumers increasingly prioritize both flavor and health, Zimmern’s innovative offerings might just be the spice of life they are looking for.