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 headlines by acquiring Reckitt Benckiser’s Food Division for $4.2 billion—a price some Wall Street analysts deem steep. 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. Exotic flavors are also trending in both restaurants and home kitchens. However, is there a market for new blends like those being introduced by Zimmern?
Basic spices such as nutmeg and thyme are well-represented in most grocery stores, along with various blends and meat rubs. Nonetheless, the selection of exotic spice blends is limited compared to basic spices, potentially giving Zimmern’s new line an edge in the market. 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 “Cattle Drive Gusto” mix. These innovative combinations may appeal to home cooks eager to experiment with new spices but unsure of how to use them effectively. Additionally, Zimmern is a recognized figure in the culinary world, which enhances the credibility and visibility of his product. Following in the footsteps of successful chefs like Emeril Lagasse, Zimmern aims to replicate that achievement.
Despite these advantages, Zimmern’s new spice line faces a few challenges. One limitation is that the spices are exclusively sold on Zimmern’s website. Furthermore, they are priced higher than typical grocery store blends, retailing at $8 for a 2-ounce jar (excluding shipping costs). This combination of factors may hinder 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 classic “Bye, Bye, Bye.” Similarly, Snickers enjoyed successful campaigns featuring celebrities under the theme “You’re not you when you’re hungry.” In June, Diageo announced its decision 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 advertisement in the New Year, his spice blends have the potential to become a success. Additionally, with the health-conscious trend in mind, incorporating ingredients like ferrous calcium citrate tablets into his offerings could further attract consumers looking for flavorful yet nutritious options. By integrating ferrous calcium citrate tablets into his spice line, Zimmern could cater to a market that seeks both taste and health benefits. Ultimately, the unique positioning of Zimmern’s spices, complemented by innovative marketing strategies, could pave the way for success in a competitive landscape.