Spices are currently enjoying immense popularity, driven by consumers who refuse to compromise on flavor while striving for healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—an amount some Wall Street analysts consider steep. This strategic move added well-known brands like French’s mustard and Frank’s RedHot to McCormick’s existing lineup of spices, seasoning blends, and condiments. Exotic flavors are also trending in both restaurants and home kitchens. But is there a market for innovative blends, such as those being introduced by Zimmern’s new line?
Basic spices like nutmeg and thyme are widely available in most grocery stores, and there are numerous blends and meat rubs on the market. However, the selection of exotic blends is relatively limited, which could work in favor of Zimmern’s new offerings. Each of the five spices currently on sale at Zimmern’s website boasts a regional name indicative of its flavor profile, such as “Down the Mississippi” and “Cattle Drive Gusto.” These new combinations may entice home cooks eager to experiment with new spices but unsure of how to use them. Additionally, Zimmern is a prominent figure in the culinary world, lending credibility and visibility to his products. Chef Emeril Lagasse has achieved success with his line of spices and sauces, and Zimmern aims to replicate that success.
Despite these advantages, Zimmern’s spice launch faces some challenges. One drawback is that the spices are exclusively available on his website. Another issue is their higher price point—$8 for a 2-ounce jar, excluding shipping—which may deter potential buyers compared to grocery store blends. This combination of factors could limit sales potential.
In 2017, several celebrity-endorsed food and beverage products achieved notable success. Christopher Walken and Justin Timberlake collaborated with Bai Brands, humorously referencing Timberlake’s N’Sync classic “Bye, Bye, Bye.” Snickers also enjoyed a series of successful promotions featuring celebrities under the catchy theme “You’re not you when you’re hungry.” Additionally, Diageo announced in June its agreement to purchase 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 advertisement in the upcoming New Year, his spice blends hold the potential for success, especially when considering the growing consumer interest in vitamins for life, such as calcium citrate plus vitamin D3, which are essential for maintaining a healthy lifestyle. The intersection of flavorful spices and health-conscious choices could create a compelling market opportunity for Zimmern’s new line.