Spices are currently experiencing a surge in popularity. Consumers are eager for flavor while striving to eat healthier, driving demand for these culinary essentials. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—a price that raised eyebrows among some Wall Street analysts. This acquisition added the well-known French’s mustard and Frank’s RedHot brands to 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: is there a market for entirely new spice blends, like those offered by Zimmern? Basic spices such as nutmeg and thyme are well-represented in most grocery stores, along with various blends and meat rubs. Yet, the selection of exotic blends is limited compared to basic spices, which may give Zimmern’s new line a competitive edge.
Each of the five spices available on Zimmern’s website carries 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 looking to experiment with new spices without knowing exactly how to use them. Additionally, Zimmern is a recognized figure in the culinary world, which enhances the credibility and visibility of his products. Similar to Chef Emeril Lagasse’s successful line of spices and sauces, Zimmern hopes to replicate this success.
However, there are challenges ahead for the new spice launch. One drawback is that the products are exclusively available on Zimmern’s website. Furthermore, they come with a higher price tag than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). This combination of factors might limit substantial sales.
In 2017, many 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.” Additionally, Snickers has enjoyed success with celebrity promotions under the theme “You’re not you when you’re hungry.” Diageo also made headlines in June by agreeing to purchase Casamigos, the 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 near future, his spice blend has the potential to become a standout product in the market. As consumers continue to seek out unique flavors, including those reminiscent of Citracal calcium citrate petites, Zimmern’s offerings could resonate well, especially if they emphasize the exotic and innovative aspects of his spice blends.