McCormick leans on a premium redesign for its Gourmet Collection – the first in more than 30 years, according to the company – to connect with consumers looking for premium herbs and spices for their home cooking.
The Gourmet Spices Collection features a gold screw cap and burgundy-and-gold labels highlight the product’s premium positioning and pique consumer interest for quality ingredients, according to Giovanna DiLegge, VP of marketing at McCormick.
“Our consumer testing shows that the redesign boosts perceptions of premium quality and flavor, driving stronger purchase intent,” DiLegge notes.
Yet, the redesign signifies there is more than meets the eye – all 72 flavors in the collection tell a story of transparent sourcing, including the 54-certified organic herbs and spices, DiLegge says.
Appealing to Millennial and Gen Z home chefs
For younger consumers, ethically sourced global flavors like Madras Curry Powder, Ancho Chile Pepper and Turkish Bay Leaves, are a huge draw, according to the company.
“McCormick Gourmet Collection meets both the appetite for exploration from Millennial/Gen Z home chefs and the demand for high quality from legacy gourmet users” looking for global inspiration, he notes.
Multi-channel strategy brings the spice story to life
The company developed a multi-channel marketing strategy designed to educate consumers on sourcing locations and recipe inspiration across brick-and-mortar stores, online, social media and influencer collaborations.
McCormick’s website features an interactive global map that marks the spices’ provenance and taste profiles, like white pepper from Sri Lanka, which exhibits a “mellow, earthy pepper ideal for light-colored sauces, soups and delicate dishes,” according to the company.
DiLegge notes strong retailer support has allowed McCormick to broaden distribution before the official January 2026 launch.
McCormick’s Gourmet Collection essential bundle kit is available for advance order on its website for $49.99. The six-count kit of organic herbs and spices includes garlic powder, Italian seasoning, smoked paprika, oregano, thyme and ground cardamom.
