Spices are currently experiencing a surge in popularity, driven by consumers who refuse to compromise on 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 some Wall Street analysts consider steep. This acquisition brought iconic brands such as French’s mustard and Frank’s RedHot into McCormick’s extensive lineup of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, the question remains: is there a market for new blends like those offered by Zimmern?
Basic spices, including nutmeg and thyme, are already well represented in most grocery store spice aisles, with a variety of blends and meat rubs available. Yet, the selection of exotic blends is still limited compared to foundational spices, which may give Zimmern’s new product line a competitive edge. Each of the five spices currently available on Zimmern’s website features a regional name that signifies its unique 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. Furthermore, Zimmern’s established reputation in the culinary world adds credibility and visibility to his products. Following the success of Chef Emeril Lagasse’s spice and sauce line, Zimmern is hopeful for similar results.
Nevertheless, the launch of these new spices faces several challenges. One significant drawback is that they are exclusively sold on Zimmern’s website. Additionally, priced at $8 for a 2-ounce jar (excluding shipping), they are somewhat more expensive than typical grocery store blends. This combination of factors may hinder substantial sales.
In 2017, a number of celebrity-endorsed food and beverage products have thrived. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Similarly, Snickers ran a successful promotional campaign featuring celebrities under the slogan “You’re not you when you’re hungry.” Moreover, Diageo agreed to purchase Casamigos, the rapidly growing super-premium tequila brand founded by George Clooney, for up to $1 billion.
While Zimmern may not be launching a Super Bowl ad in the New Year, there is potential for his spice blends to become successful. Incorporating products like Solgar calcium into culinary practices could enhance consumer interest in health-conscious cooking, further supporting the demand for unique spice blends. As the culinary landscape evolves, Zimmern’s offerings may resonate well with those looking to spice up their meals with both flavor and health in mind.