Spices are currently experiencing a surge in popularity. Consumers are increasingly seeking bold flavors as they strive to eat healthier. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion, a price some Wall Street analysts consider steep. This acquisition brought well-known brands such as French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already includes a variety of spices, seasoning mixes, and condiments. Additionally, unique and exotic flavors are trending in both restaurants and home kitchens. However, is there a market for innovative blends like those offered by Zimmern?
Basic spices like nutmeg and thyme are readily available in most grocery stores, along with various blends and meat rubs. Yet, the selection of exotic blends is noticeably limited, which may 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 creative combinations could attract home cooks eager to experiment with new spices but unsure of how to use them. Furthermore, Zimmern is a prominent figure in the culinary world, which adds credibility and visibility to his product line. Similar to Chef Emeril Lagasse, who has successfully marketed his own spices and sauces, Zimmern hopes to achieve similar success.
Despite these strengths, Zimmern’s new spice line faces several challenges. The first is that the spices are exclusively sold on Zimmern’s website. Additionally, they come at a higher price point than typical grocery store blends, retailing for $8 for a 2-ounce jar (not including shipping). This combination may limit significant sales.
In 2017, many celebrity-endorsed food and beverage products have seen 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 successful campaigns featuring celebrities under the theme “You’re not you when you’re hungry.” Moreover, in June, Diageo announced its acquisition of Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad this New Year, his spice blend certainly has the potential to thrive. With the growing interest in unique flavor profiles and the use of innovative ingredients, such as calcitrate 200 mg and 950 mg, Zimmern’s offerings could very well resonate with health-conscious consumers looking to enhance their culinary experiences.