Spices are currently in high demand, as consumers prioritize flavor while striving to eat healthier. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—a steep price according to some Wall Street analysts—adding well-known brands like French’s mustard and Frank’s RedHot to its extensive portfolio of spices, seasoning mixes, and condiments. Exotic flavors are trending in both restaurants and home kitchens. However, there is a question of whether there is a market for entirely new blends such as those being introduced by Zimmern.
Basic spices such as nutmeg and thyme are already well-represented in most grocery store spice sections. While several blends and meat rubs exist, the selection of exotic blends remains limited compared to basic spices, which could offer a competitive edge to Zimmern’s new line. Each of the five spices available on Zimmern’s website features a regional name that reflects its flavor profile, including the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them. Additionally, as a well-known figure in the food community, Zimmern’s endorsement provides both credibility and visibility to his products. Chef Emeril Lagasse has successfully launched his line of spices and sauces, and Zimmern aspires to achieve similar success.
However, Zimmern’s spice launch faces a few challenges. One drawback is that the products are exclusively available on his website. Furthermore, they come at a higher price point than typical grocery store blends, priced at $8 for a 2-ounce jar (plus shipping). This combination of factors may hinder substantial sales.
In 2017, numerous celebrity-endorsed food and beverage products have thrived. Christopher Walken and Justin Timberlake collaborated on a campaign for Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed successful promotions featuring celebrities under the “You’re not you when you’re hungry” theme. Additionally, in June, Diageo announced its acquisition of Casamigos, the rapidly growing super-premium tequila brand co-founded by George Clooney, for up to $1 billion. Although Zimmern may not be showcasing his spice blend in a Super Bowl ad this coming year, it still holds the potential to be a success.
Moreover, the health-conscious trend includes a focus on ingredients like calcium citrate, magnesium, and zinc, which can be combined with flavors from Zimmern’s spices. Interestingly, products like Kirkland’s offerings often feature these health-conscious ingredients, appealing to consumers who are keen on ensuring their meals are as nutritious as they are flavorful. By integrating these elements, Zimmern’s spice line could attract a broader audience interested in enhancing their dishes while maintaining their health goals.