McCormick predicts unusual flavor pairings,
such as wasabi powder and maple syrup,
will appeal to American cooks in 2007.
Photo from www.mccormick.com
One of the surest indicators that the American palate is craving ever more sophisticated and unusual flavors is a forecast for 2007 from McCormick & Company. A few years ago, the world’s biggest ($2.6 billion in 2005) spice company launched the Gourmet Collection, an up-market, higher-priced line of spices and herbs aimed at relatively affluent foodies whose tastes have been titillated by Food TV. Some items, like powerful Saigon Cinnamon (actually Vietnamese cassia), capitalize on restaurant menu obsession with “terroir” as well as the appeal of stronger flavors. Others, like Black Sesame Seed and Smoked Paprika, show how celebrity chefs and ethnic influences have influenced the tastes of the American public.
So what flavor combos will we be seeing in 2007? After consulting with “the hottest chefs, television cooking personalities and cookbook authors,” the company decided on 10, including Thyme & Tangerine, a riff on the savory-sweet theme, Wasabi & Maple, a spicy-sweet blend, and Toasted Mustard & Fennel Seed, a pairing which comes straight from Indian cooking. Not all the combinations are based on McCormick’s product line. A recipe for Beef and Noodles in Smoked Tea Infused Broth calls for unbranded sea salt and lapsang souchong tea bags along with the company’s own anise seed and red pepper flakes. (To see the complete list with recipes, go to mccormick.com)
Wasabi could prove a tricky sell, however. In “A Little Wasabi Ginger with That Burger?” (The Wall Street Journal, December 26, 2006, pages D1 and D3), Janet Adamy writes that after flirting with the sinus-clearing Japanese condiment, middlebrow restaurants like Bennigan’s have ditched new menu items like the wasabi-ginger burger after customers complained that the fiery flavors burned their mouths. Outback Steakhouse, on the other hand, reported that a “sashimi-grade seared yellow fin tuna appetizer with wasabi vinaigrette”—a dish clearly inspired by popular tuna sushi--is a “very solid seller.”
Meanwhile McCormick’s stock is trading near its 52 week high of $39.82. They must be doing something right.