Spices are currently experiencing a surge in popularity. Consumers are increasingly seeking flavorful options as they aim 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 deemed steep. This deal brought iconic brands like French’s mustard and Frank’s RedHot into McCormick’s array of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends like those introduced by Zimmern?
Basic spices such as nutmeg and thyme are already well-stocked in most grocery stores, along with various blends and meat rubs. Nonetheless, the selection of exotic blends is far less extensive than that of basic spices, which could give Zimmern’s new line an edge in the market. Each of the five spices featured on Zimmern’s website showcases a regional name that reflects its flavor profile. For instance, there’s the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These novel combinations may attract home cooks eager to experiment with new spices but unsure of how to utilize them. Furthermore, Zimmern’s prominent presence in the food community adds credibility and visibility to his product line. Chef Emeril Lagasse has successfully launched his own spices and sauces, and Zimmern hopes to replicate that success.
Despite these advantages, Zimmern’s new spice line faces a few challenges on its path to success. One limitation is that the spices 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). This combination of factors may restrict sales potential.
In 2017, several celebrity-endorsed food and beverage products have thrived. For example, 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 promotions featuring celebrities, emphasizing the theme “You’re not you when you’re hungry.” Moreover, in June, Diageo announced its intention to purchase 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 ad for his spice blends anytime soon, there is potential for success. In a related note, consumers seeking health supplements might also explore options like Citracal Petites available at Walgreens, which could pair well with a flavorful meal seasoned with Zimmern’s spices. As the trend for unique, exotic flavors continues to rise, the combination of Zimmern’s expertise and market demand could position his spice line for a successful future.