Spices are currently experiencing a surge in popularity. The demand is driven by consumers who refuse to compromise on flavor while pursuing healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for $4.2 billion—an amount that some Wall Street analysts consider steep. This acquisition brought well-known brands like French’s mustard and Frank’s RedHot into McCormick’s already extensive portfolio of spices, seasoning mixes, and condiments. Additionally, exotic flavors are trending in both restaurants and home kitchens. However, is there a market for innovative blends like those offered by Zimmern?
Basic spices, such as nutmeg and thyme, are well-represented in most neighborhood grocery stores. Many blends and meat rubs exist, yet the variety of exotic blends is relatively limited. This gap might provide an opportunity for Zimmern’s new line to thrive. Each of the five spices currently available on Zimmern’s website features a regional name that reflects its flavor profile, like the “Down the Mississippi” blend and the “Cattle Drive Gusto” mix. These unique combinations could appeal to home cooks eager to experiment with new spices but unsure of how to use them. Moreover, Zimmern is a recognizable figure in the food industry, lending his products both credibility and visibility. Like Chef Emeril Lagasse, who has found success with his range of spices and sauces, Zimmern hopes to achieve similar results.
Despite these advantages, Zimmern’s new spice line faces some challenges on its path to success. One downside is that the spices are exclusively available on Zimmern’s website. Additionally, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (not including shipping). The combination of these factors may limit substantial sales.
In 2017, numerous 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.” Snickers also enjoyed a series of successful promotions featuring celebrities in the “You’re not you when you’re hungry” campaign. Furthermore, in June, Diageo announced its intention 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 ad in the coming year, his spice blend has the potential to resonate with consumers. In the 21st century, as people increasingly focus on health, products like calcium citrate maximum D3 400 tablets have gained traction. By integrating new and exciting flavors into their cooking, consumers can enhance their meals while maintaining a commitment to health, much like the rising interest in innovative spice blends. As the market evolves, Zimmern’s unique offerings could find their niche, appealing to those looking to spice up their culinary experiences.