Andrew Zimmern aims to heat up food with a new line of spices
- Travel Channel host Andrew Zimmern is partnering with Gryffon Ridge Spice Merchants to launch an exclusive line of organic spice blends, according to Food Manufacturing.
- Five blends are available on Zimmern’s website, and two others are in development. The spices were inspired by Zimmern’s travels, with names like ‘Soul of the Caribbean’ and ‘Kentucky Table Spice.’
- Each of the spices, which come with recommended pairings, are 2-ounce jars selling for $8 each.
Spices are hot right now. They’re in demand, thanks to consumers who won’t sacrifice flavor in their effort to eat more healthfully. McCormick & Company in July purchased Reckitt Benckiser's Food Division for $4.2 billion — a high price according to some Wall Street analysts — that added the iconic French's mustard and Frank's RedHot brands to a portfolio comprised of its line of spices, seasoning mixes and condiments.
Also, exotic flavors are a big food trend, both in restaurants and home cooking. But is there demand for brand new blends such as the ones being offered by Zimmern?
Basic spices, like nutmeg and thyme, and already well covered in most spice sections of neighborhood grocery stores. There also are several blends and meat rubs. However, there aren’t nearly as many exotic blends as there are basics. This could help Zimmern’s new line succeed.
Each of the five spices currently for sale on Zimmern’s website have a regional name that represents their flavor profile. There’s the "Down the Mississippi" blend, and "Cattle Drive Gusto" mix. These new combinations could be very attractive to home cooks who want to play with new spices, but don’t exactly know what to do with them. In addition, Zimmern is a well-known face in the food community, so his endorsement of a product lends it both credibility and exposure. Chef Emeril Lagasse has found success with his line of spices and sauces, and Zimmern is hoping to do the same.
Despite these advantages, the new spice launch does have a couple of obstacles on its road to success. One downside is that they’re only available on Zimmern’s website. Another is that they’re a little pricier than grocery store blends, coming in at $8 for a 2 ounce jar (and that’s before shipping). The combination of the two may inhibit significant sales.
In 2017, there have been a number of successful celebrity endorsed food and beverage products. Christopher Walken and Justin Timberlake teamed up to work with Bai Brands, poking fun at the lyrics of Timberlake’s N’Sync hit "Bye, Bye, Bye." Snickers also had a string of successful promotions with celebrities in the "You’re not you when you’re hungry" theme. Diageo agreed in June 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 likely won’t be airing a Super Bowl ad in the New Year, his spice blend does have the potential to be a winner.
- Food Manufacturing Maine Company Creates New Spice Line For Travel Channel Host