McCormick’s 2025 Holiday Flavor Strategy Aims to Fuel Brand & Sales Momentum

Even after 135 years, McCormick still finds ways to stay part of the holiday table.

The spice giant, founded in 1889, shows how heritage brands can remain relevant with seasonal product releases.

In 2024, U.S. core retail sales rose 4% during the holiday season, reaching nearly $1 trillion, with online and non-store sales up 8.6%, according to the National Retail Federation.

McCormick’s latest response to that demand is its winter Finishing Sugars collection, which adds Chocolate Hazelnut and Spiced Orange to returning favorites Candy Cane and English Toffee.

In a DesignRush exclusive, Chef Hadar Aviram, Executive Chef for McCormick’s North America Consumer Business, noted how the sugars offer "comfort and celebration" to various creations.

“Whether you’re sprinkling Pumpkin Spice on your oatmeal, dusting Maple Brown Sugar over roasted root vegetables, or adding Chocolate Hazelnut to a crispy slice of bacon, the fall and winter Finishing Sugars add layers of elevated flavor in seconds regardless of the time of day or occasion.”

She also noted that these seasonal sugars bring flavor right at the finish, just before a dish is served.

“When sprinkled at the very end, they create a burst of bold, seasonal flavor that hits all of the senses, whether it’s a crunchy brulee topping or the captivating seasonal aroma on a freshly baked treat.”

Recipes and digital content support the rollout across McCormick’s website, social channels, and retail partners.

What may seem like a routine holiday drop is actually a data-backed move tied to strong seasonal sales performance.

Onramp reports that more than 30% of annual sales can come from limited-edition, seasonal products.

This positions McCormick's launch as a potential key pillar of its revenue strategy.

Steady Demand and Product Momentum

Giovanna DiLegge, McCormick's VP of Marketing, U.S. Consumer, called the release a way to add seasonal flavor to everyday foods.

“This limited edition collection bottles the flavor and feeling of fall and winter.

McCormick Finishing Sugars transform recipes and favorite foods by adding subtle sweetness. Just sprinkle and enjoy.”

The winter launch follows the fall collection, which featured Apple Cider, Pumpkin Spice, Maple Brown Sugar, and Salted Caramel.

This seasonal sequencing helped build anticipation and carried the brand from one holiday window to the next.

According to McKinsey, 37% of Millennials begin their holiday shopping before October, well above the generational average of 28%.

Meanwhile, Gen Z still connects Black Friday with the start of the season.

This early and varied engagement across age groups reinforces why a staggered seasonal launch strategy gives McCormick an edge in reaching multiple demographics.

Holiday drops like these are part of a larger strategy that continues to perform.

Similarly, Starbucks’ Pumpkin Spice Latte, now in its 22nd year, is proof that seasonal product availability can become brand rituals.

And as for timing, McCormick used clever seasonal sequencing that helped build anticipation.

Ongoing Demand and Product Momentum

McCormick introduced Finishing Sugars in 2024 as part of a broader strategy to expand its seasonal footprint.

That same year, McCormick reported $6.72 billion in net sales, up from $6.66 billion the previous year.

Executives credited the growth to innovation and changes in how Americans approach home cooking and shopping.

CEO Brendan Foley said the brand is well-positioned to meet this shift.

"This speaks to the power of our brands, the flavor they deliver, our capabilities and reach, and our growth potential all over the world.

People desire great-tasting foods and drinks with rich, authentic flavors, and we deliver flavors across markets.

In addition, consumers are increasingly open to flavor exploration, and we are matching that with the right innovation."

And demand remains high. Online discussions show strong consumer excitement.

Reddit users praised the flavor lineup and lamented out-of-stocks and reseller markups.

Meanwhile, McKinsey Senior Partner Emily Reasor shared in a podcast that grocery remains a top spending priority heading into the holidays.

This is because consumers are pulling back on nonessentials as prices increase due to President Donald Trump's tariffs.

McCormick’s format of small, flavorful, and frictionless products aimed at consumers who want easy upgrades to everyday meals supports this trend.

As more shoppers split their purchases between in-store and online, brands that maintain visibility across both channels stand to benefit.

Our Take: Can a Sprinkle Carry a Season?

I think it can, especially when the product fits into the pace of real life.

This collection feels built for how people actually cook and bake during the holidays, working with routines already in place without new tools or added prep time.

It aligns with what today’s consumers are looking for: convenience, seasonal novelty, and versatility.

With holiday retail sales hitting record highs and 30% of business revenue tied to seasonal products, McCormick's holiday strategy may have a high impact on its year-end results.

From digital content to in-store discovery and strong public sentiment, all signs point to one conclusion.

McCormick’s approach this season is set up to win.

See how King’s Hawaiian teamed up with Eli Manning to launch a football-season flavor campaign that blends game day rituals with a sweet-and-savory twist.

Looking to up the ante this holiday season? These agencies know how to package F&B products as moments worth savoring.