Spices are currently experiencing a surge in popularity. The demand for spices is rising as consumers strive to enhance flavor while pursuing healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—a figure that some Wall Street analysts consider steep. This deal brought the well-known French’s mustard and Frank’s RedHot brands into McCormick’s portfolio, which already includes a variety of spices, seasoning blends, and condiments. Additionally, exotic flavors are a significant trend in both restaurants and home kitchens. However, the question arises: is there a market for innovative blends like those offered by Zimmern?
Basic spices such as nutmeg and thyme are widely available in local grocery stores, and there are numerous blends and meat rubs as well. Yet, the selection of unique, exotic blends remains limited compared to traditional staples. This gap in the market could work in Zimmern’s favor as he launches his new line. Each of the five spices featured on Zimmern’s website bears a regional name that reflects its flavor profile, such as “Down the Mississippi” and “Cattle Drive Gusto.” These fresh combinations may appeal to home cooks eager to experiment with new spices but unsure how to use them. Furthermore, Zimmern’s prominent presence in the culinary world lends his products both credibility and visibility, similar to the success Chef Emeril Lagasse has achieved with his own line of spices and sauces.
Despite these advantages, Zimmern’s new spice line faces some challenges. One issue is that the spices are exclusively available on his website. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping fees). This combination of factors might hinder significant sales.
In 2017, several celebrity-endorsed food and beverage products have found success. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also ran a series of successful campaigns featuring celebrities under the theme “You’re not you when you’re hungry.” Moreover, in June, Diageo announced its agreement to acquire Casamigos, co-founded by George Clooney, for up to $1 billion, marking it as the fastest-growing super-premium tequila brand in the U.S.
While Zimmern may not be featured in a Super Bowl ad in the coming year, his spice blend has the potential to become a hit. The inclusion of ingredients like calcium carbonate and calcium citrate in his blends could further enhance their appeal, especially among health-conscious consumers. As the trend for flavorful and healthy eating continues to grow, Zimmern’s innovative spices may find their place in kitchens across the country.