Spices are currently experiencing a surge in popularity, driven by consumers who are unwilling to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company made a notable investment, acquiring Reckitt Benckiser’s Food Division for $4.2 billion—an amount considered steep by some Wall Street analysts. This acquisition brought iconic brands such as French’s mustard and Frank’s RedHot into McCormick’s extensive portfolio, which already includes a variety of spices, seasoning mixes, and condiments.
Moreover, exotic flavors are trending in both restaurants and home kitchens. However, the question remains whether there is a market for entirely new spice blends, such as those introduced by Andrew Zimmern. Common spices like nutmeg and thyme are already well-represented in local grocery stores, along with various blends and meat rubs. However, the selection of exotic blends is significantly smaller, which may create an opportunity for Zimmern’s new line to thrive.
Each of the five spices currently available on Zimmern’s website boasts 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 attract home cooks eager to experiment with new spices but unsure of how to utilize them. Additionally, Zimmern’s prominence in the culinary world lends credibility and visibility to his products. Much like Chef Emeril Lagasse, who has successfully marketed his line of spices and sauces, Zimmern hopes to achieve similar success.
Despite these advantages, Zimmern’s spice launch faces a few hurdles. One significant drawback is that the spices are exclusively sold on his website. Additionally, they come at a higher price point than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping costs). This combination of factors may limit substantial sales.
In 2017, there have been numerous successful celebrity-endorsed food and beverage products. For instance, Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers has also enjoyed successful promotions featuring celebrities under the theme “You’re not you when you’re hungry.” In June, Diageo agreed to acquire Casamigos, the fastest-growing super-premium tequila brand in the U.S., 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 blend certainly has the potential to become a winner. With the right marketing strategy and perhaps a focus on health benefits—such as highlighting a citrate 1000 mg inclusion—he could enhance the appeal of his products to health-conscious consumers looking for flavorful options. Ultimately, the success of Zimmern’s spice line will depend on how effectively it can carve out its niche in a competitive market.