Spices are currently trending, as consumers increasingly prioritize flavor while striving to maintain a healthier diet. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion, a considerable sum according to some analysts on Wall Street. This acquisition brought popular brands like French’s mustard and Frank’s RedHot into McCormick’s extensive range of spices, seasoning mixes, and condiments. Exotic flavors are also gaining traction in both restaurants and home kitchens, raising the question: is there a market for innovative 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. However, the selection of exotic blends is relatively limited compared to basic spices, which could give Zimmern’s new line a competitive edge. Each of the five spices featured on Zimmern’s website carries a regional name that reflects its flavor profile, including blends like “Down the Mississippi” and “Cattle Drive Gusto.” These novel combinations may appeal to home cooks eager to experiment with new spices but unsure of how to incorporate them into their cooking. Moreover, Zimmern’s recognition in the food community adds credibility and visibility to his product line. Chef Emeril Lagasse has seen success with his range of spices and sauces, and Zimmern hopes to achieve similar results.
Despite these advantages, Zimmern’s new spice launch faces a couple of challenges. One issue is that the spices are exclusively available on Zimmern’s website, which may limit their reach. Additionally, their price point—$8 for a 2-ounce jar, excluding shipping—makes them slightly more expensive than typical grocery store blends, which could hinder significant sales.
In 2017, numerous celebrity-endorsed food and beverage products have enjoyed success. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also executed a series of successful campaigns featuring celebrities under the motto, “You’re not you when you’re hungry.” In June, Diageo announced its intention to purchase Casamigos, a rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion.
While Zimmern may not air a Super Bowl ad in the coming year, his spice blends have the potential to resonate with consumers. As people look for ways to enhance their meals, the question of which is better for osteoporosis—calcium citrate or carbonate—might also influence their choices in the kitchen, especially as they seek to maintain a balanced diet alongside flavorful spices. Ultimately, Zimmern’s new offerings could capture the interest of those looking to elevate their culinary experiences.