Spices are currently in high demand, as consumers are increasingly unwilling to compromise on flavor while pursuing healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—considered a significant investment by some Wall Street analysts—adding well-known brands such as French’s mustard and Frank’s RedHot to its extensive collection of spices, seasoning mixes, and condiments. Furthermore, exotic flavors are trending in both restaurants and home kitchens, raising the question of whether there is a market for unique blends like those offered by Zimmern.
Basic spices, such as nutmeg and thyme, are readily available in most grocery stores, alongside various blends and meat rubs. However, exotic blends are less common, which could work in Zimmern’s favor. The five spices currently for sale on Zimmern’s website each have regional names that reflect their flavor profiles, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure how to use them. Additionally, Zimmern is a recognized figure in the culinary world, and his endorsement adds both credibility and visibility to his products, much like Chef Emeril Lagasse has experienced with his own line of spices and sauces.
Despite these advantages, Zimmern’s new spice launch faces a few hurdles. One challenge is that the spices are exclusively available on his website. Another issue is their price point, which is higher than typical grocery store blends, at $8 for a 2-ounce jar (not including shipping). This combination of factors may limit substantial sales.
In 2017, several celebrity-endorsed food and beverage products have thrived. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, playfully referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful promotions featuring celebrities under the “You’re not you when you’re hungry” theme. Moreover, Diageo announced in June its intention to purchase Casamigos, the fastest-growing super-premium tequila brand in the U.S., co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad in the coming year, his spice blend could prove to be a success, especially if marketed effectively. With innovations like the Citracal Z tablet in the wellness sector, the potential for his products to resonate with health-conscious consumers is promising. As culinary trends continue to evolve, Zimmern’s exotic spice blends could carve out a niche in the market, appealing to those looking to elevate their culinary experiences.