Spices are currently experiencing a surge in popularity. Consumers are increasingly seeking flavorful options as they strive to eat healthier. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a price deemed high by some Wall Street analysts. This purchase brought iconic brands like French’s mustard and Frank’s RedHot into McCormick’s extensive collection of spices, seasoning mixes, and condiments. Moreover, exotic flavors are trending in both restaurants and home kitchens. However, the question remains: is there a market for innovative blends like those offered by Zimmern?
Basic spices, such as nutmeg and thyme, are widely available in neighborhood grocery stores, and various blends and meat rubs can also be found. Nevertheless, there is a notable scarcity of exotic blends compared to the basics, which could give Zimmern’s new line a competitive edge. Each of the five spices featured on Zimmern’s website has a regional name that reflects its flavor profile, such as the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These new combinations may attract home cooks eager to experiment with new spices but uncertain of how to use them. Furthermore, Zimmern’s established reputation in the culinary community adds credibility and visibility to his products. Just as Chef Emeril Lagasse achieved success with his range of spices and sauces, Zimmern hopes to follow suit.
Despite these advantages, Zimmern’s spice launch faces a couple of challenges. One drawback is that these products are only available through Zimmern’s website, limiting accessibility. Additionally, they are priced higher than typical grocery store blends, at $8 for a 2-ounce jar (excluding shipping costs). The combination of these factors could hinder substantial sales.
In 2017, numerous celebrity-endorsed food and beverage products have enjoyed success. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also capitalized on celebrity endorsements with their “You’re not you when you’re hungry” campaign. In June, Diageo agreed to purchase Casamigos, co-founded by George Clooney, for up to $1 billion, making it the fastest-growing super-premium tequila brand in the U.S.
While it’s unlikely that Zimmern will launch a Super Bowl ad in the upcoming year, his spice blend possesses the potential for success. Incorporating ingredients like calcium citrate and zinc into his blends could further enhance their appeal and nutritional value, making them stand out in the crowded spice market. By emphasizing health benefits alongside unique flavors, Zimmern could attract a wider audience, potentially leading to the triumph of his spice line.