Spices are currently enjoying a surge in popularity. Consumers are increasingly seeking flavorful options as they strive to eat healthier. In July, McCormick & Company made a significant move by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a figure considered high by some analysts on Wall Street. This acquisition added renowned brands like French’s mustard and Frank’s RedHot to McCormick’s existing lineup of spices, seasoning mixes, and condiments. Additionally, exotic flavors are emerging as a major food trend, captivating both restaurant menus and home kitchens. However, is there a market for innovative blends such as those offered by Andrew Zimmern?
Common spices like nutmeg and thyme are already well-stocked in the spice aisles of local grocery stores, alongside various blends and meat rubs. Nevertheless, there is a noticeable scarcity of exotic blends compared to basic spices, which may provide an opportunity for Zimmern’s new line to thrive. Each of the five spices available on Zimmern’s website features a regional name that reflects its flavor profile, including the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These unique combinations could appeal to home cooks eager to experiment with new spices but unsure of how to use them. Furthermore, Zimmern’s established reputation in the food community adds both credibility and visibility to his products. Chef Emeril Lagasse has successfully marketed his own range of spices and sauces, and Zimmern aims to replicate that success.
However, the launch of these new spices does face some challenges. One drawback is that they are exclusively sold on Zimmern’s website. Additionally, the price point is slightly higher than typical grocery store blends, at $8 for a 2-ounce jar (not including shipping). These factors may hinder significant sales growth.
In 2017, a variety of celebrity-endorsed food and beverage products saw success. 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 promotional campaigns featuring celebrities under the “You’re not you when you’re hungry” theme. Furthermore, in June, Diageo agreed 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 launching a Super Bowl advertisement in the upcoming year, his spice blends certainly hold the potential to become a success. Incorporating elements like calcium citrate and vitamin D into his offerings could further enhance their appeal, as consumers increasingly prioritize health and wellness in their culinary choices. As the market for flavorful and health-conscious options continues to grow, Zimmern’s innovative blends might just find their niche among home cooks looking to elevate their dishes.