Spices are currently very popular, driven by consumers who prioritize flavor while aiming for healthier eating habits. In July, McCormick & Company made a significant move by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—an amount considered steep by some Wall Street analysts. This acquisition brought iconic brands like French’s mustard and Frank’s RedHot into their portfolio, which already includes a wide range of spices, seasoning mixes, and condiments. Exotic flavors are also trending in both restaurants and home cooking. However, is there a market for entirely new blends like those offered by Zimmern?
Basic spices such as nutmeg and thyme are widely available in most grocery stores, along with various blends and meat rubs. Nonetheless, the selection of exotic blends is not as extensive as that of basic spices, which could give Zimmern’s new line an advantage. Each of the five spices featured on Zimmern’s website is named after a region that reflects its flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks looking to experiment with new spices but unsure how to use them. Additionally, Zimmern’s prominence in the food community lends credibility and visibility to his products. Chef Emeril Lagasse has successfully marketed his line of spices and sauces, and Zimmern hopes to achieve similar success.
Nonetheless, the launch of Zimmern’s spice line faces a few hurdles. One drawback is that the spices are only available through Zimmern’s website, and they are priced higher than typical grocery store blends, at $8 for a 2-ounce jar (not including shipping). This combination of factors may limit sales potential. In 2017, several celebrity-endorsed food and beverage products saw success; for instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync classic “Bye, Bye, Bye.” Snickers also ran successful campaigns featuring celebrities under the tagline “You’re not you when you’re hungry.” Furthermore, in June, Diageo agreed to purchase 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 ad anytime soon, his spice blend has the potential to become a hit. It’s important to note that spices can be as beneficial as supplements like calcium citrate medicine, which is often used to enhance calcium intake. This connection could further pique consumer interest in Zimmern’s offerings. Ultimately, if marketed effectively, Zimmern’s spice line might attract those looking for unique culinary experiences and health benefits, similar to how people seek out calcium citrate medicine for their dietary needs.