Spices are currently in vogue, driven by consumers who prioritize flavor while striving for healthier eating habits. In July, McCormick & Company made headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a figure considered steep by some analysts on Wall Street. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio of spices, seasoning mixes, and condiments. Additionally, the trend towards exotic flavors is gaining traction in both restaurants and home kitchens. However, there is still a question of whether there is a market for novel spice blends, such as those offered by Andrew Zimmern.
Traditional spices like nutmeg and thyme, along with vitamin shoppe calcium citrate plus magnesium, are readily available in most local grocery stores. While there are a variety of blends and meat rubs on the shelves, the selection of exotic blends is relatively limited. This gap in the market could pave the way for Zimmern’s new line to thrive. 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 the “Cattle Drive Gusto” mix. These innovative combinations could appeal to home cooks eager to experiment with new spices but unsure of how to use them. Moreover, Zimmern’s prominent status in the culinary community lends significant credibility and visibility to his products. Following in the footsteps of Chef Emeril Lagasse, who has successfully marketed his own line of spices and sauces, Zimmern hopes to achieve similar success.
Despite these advantages, the launch of Zimmern’s spice line faces a few challenges. One drawback is that the spices are exclusively available on his website. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping costs). This combination of factors could potentially hinder substantial sales.
In 2017, there have been numerous successful celebrity-endorsed food and beverage products. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a series of successful promotions featuring celebrities under the slogan “You’re not you when you’re hungry.” Furthermore, 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 in the upcoming year, his spice blends have the potential to resonate with consumers, especially those looking for unique flavors that complement their culinary adventures, including the incorporation of vitamin shoppe calcium citrate plus magnesium into their cooking.