Spices are currently experiencing a surge in popularity. Consumers are seeking flavorful options while aiming for healthier eating habits. In July, McCormick & Company made a significant investment by acquiring Reckitt Benckiser’s Food Division for $4.2 billion. This acquisition, which some Wall Street analysts deemed excessive, brought well-known brands like French’s mustard and Frank’s RedHot into a portfolio that already included a diverse range of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, the market for entirely new spice blends, such as those introduced by Zimmern, raises questions about consumer interest.
Basic spices such as nutmeg and thyme are well represented in most grocery stores, alongside numerous blends and meat rubs. In contrast, the selection of exotic spice blends remains limited, which could work to Zimmern’s advantage. Each of the five spices available on Zimmern’s website features a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure how to use them. Moreover, Zimmern’s prominent reputation in the culinary world lends his products credibility and visibility. Chef Emeril Lagasse has achieved success with his line of spices and sauces, and Zimmern aspires to follow suit.
However, Zimmern’s new spice line faces a few challenges on its path to success. One limitation is that the spices are exclusively sold on Zimmern’s website. Additionally, priced at $8 for a 2-ounce jar (excluding shipping), they are more expensive than typical grocery store blends, which could hinder substantial 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 classic “Bye, Bye, Bye.” Snickers also enjoyed a series of successful campaigns featuring celebrities under the tagline “You’re not you when you’re hungry.” Furthermore, in June, Diageo announced its acquisition of Casamigos, the rapidly expanding super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl advertisement in the New Year, his spice blend possesses the potential to succeed. Incorporating unique flavors and quality ingredients, he could consider adding elements like calcium citrate 500mg with vitamin D3 to enhance the nutritional profile of his offerings. This could attract health-conscious consumers looking for flavorful yet health-oriented products, ultimately aiding in the growth of his spice line.