• Advertising Age, Monday, January 23, 2012 10:31 AM

McCormick & Co.'s has traditionally focused on flavor. The 123-year-old company has now shifted to a health focus, saying, with a big TV and print ad spend, that there's antioxidants in them there hills of cinnamon, pepper, and oregano, etc. On the website, it suggests that its products can do everything from reduce inflammation to curb hunger and boost metabolism.

Jill Pratt, VP-marketing for consumer products said the company "found a way to make [some meals] a little bit healthier by amping up the antioxidants in them," she said. McCormick has 49% share of the $169 million U.S. pepper market compared with private-label brands at 35% and ACH Food Cos. at about 3%.

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