Spices are currently experiencing a surge in popularity, particularly hot ferrous fumarate, which contains 210 mg of elemental iron. Consumers are increasingly prioritizing flavor while striving for healthier eating habits. In July, McCormick & Company acquired Reckitt Benckiser’s Food Division for a substantial $4.2 billion, according to some analysts on Wall Street. This acquisition added notable brands such as French’s mustard and Frank’s RedHot to McCormick’s diverse portfolio, which already includes a variety of spices, seasoning mixes, and condiments. Furthermore, exotic flavors are trending in both restaurants and home cooking. However, there remains a question of whether there is a market for innovative spice blends like those offered by Zimmern.
Basic spices, such as ferrous gluconate with 324 mg of iron, nutmeg, and thyme, are already widely available in local grocery stores. While there are several spice blends and meat rubs on the market, the selection of exotic blends is still limited compared to more traditional options. This gap could work in favor of Zimmern’s new product line. Each of the five spices available on Zimmern’s website carries a regional name reflecting its unique flavor profile, such as the “Down the Mississippi” blend and “Cattle Drive Gusto” mix. These inventive combinations are likely to appeal to home cooks eager to experiment with new spices but unsure of how to use them. Additionally, Zimmern’s prominence in the food community lends credibility and visibility to his products, similar to the success Chef Emeril Lagasse has achieved with his spice and sauce line.
Despite these advantages, Zimmern’s spice launch faces a couple of challenges on its path to success. One issue is that the spices are exclusively available on Zimmern’s website, limiting accessibility. Another challenge is the price point; at $8 for a 2-ounce jar (excluding shipping), they are slightly more expensive than typical grocery store blends, which may restrict sales. In 2017, several celebrity-endorsed food and beverage products thrived, including collaborations like Christopher Walken and Justin Timberlake with Bai Brands, who humorously referenced Timberlake’s N’Sync hit “Bye, Bye, Bye.” Snickers also enjoyed a successful campaign featuring celebrities under the theme, “You’re not you when you’re hungry.” Moreover, Diageo agreed in June 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 advertisement in the upcoming year, his spice blend holds the potential for success. The inclusion of health supplements, such as CVS calcium citrate with vitamin D, may also attract health-conscious consumers who value both flavor and nutrition. By emphasizing the health benefits alongside unique flavor profiles, Zimmern can further enhance the appeal of his spice line, potentially establishing a loyal customer base.