What Schwartz does

Schwartz is a UK-based packaged seasonings brand, legally operated by McCormick (UK) Limited and wholly owned by McCormick & Company, Inc., a US-listed global flavour company. Founded in 1889, the brand is positioned as a market-leading UK household name in herbs and spices, selling through major UK supermarket chains (Morrisons, ASDA, and others) and its own direct-to-consumer e-commerce site at schwartz.co.uk. Its product portfolio spans five core categories — individual herbs and spices, seasonings and blends, recipe mixes, pour-over sauces, and special products — with sub-ranges including Rubs of the World, All Rounders, Air Fryer Seasonings, World Flavours (e.g., Lebanese 7 Spice, Japanese 7 Spice Yakitori, Chinese 5 Spice), One Pan Recipe Mixes, Loaded Fries, and Limited Editions. Pricing is pay-as-you-go unit pricing, with individual spices typically between £1.04 and £3.50 per pack, and no subscription model is evident.

The business operates a dual-channel model: classical consumer packaged goods distribution through UK grocers paired with a D2C online storefront. A distinctive revenue stream is licensing royalties from co-developed recipe mixes with restaurant chains — Pizza Express, Bella Italia, Rosa's Thai, Las Iguanas, and The Real Greek — sold under both the Schwartz and restaurant brand names, often bundled with restaurant vouchers. A second, increasingly important co-development stream is the Schwartz x Nadiya range with celebrity chef Nadiya Hussain, covering recipe kits and seasonings supported by dedicated website content, a WhatsApp chatbot campaign, and a promotional discount code. Marketing runs through content marketing on schwartz.co.uk, four social channels (Facebook, Instagram, X, Pinterest), an email newsletter (Flavour Profile), and regular social-media prize-draw competitions.

Schwartz's served customer base is primarily UK home cooks who want convenient, consistent flavour results, plus a secondary segment of "restaurant brand enthusiasts" who want to recreate specific restaurant dishes at home. Operating geographies are explicitly UK-only — no global footprint claim is made — and there is no evidence of enterprise or B2B customers; Schwartz is purely a consumer CPG proposition operating inside McCormick's corporate umbrella. The business does not disclose revenue, headcount, or ownership details beyond parent identification, and there is no AI/ML technology layer described anywhere in its product stack.

Name

Schwartz

Legal name

McCormick (UK) Limited

Website

https://schwartz.co.uk

Company type

Private

Founded year

1889

Operating status

Operating

Short description

Schwartz is a UK-based packaged herbs, spices, and recipe-mix brand (legal entity: McCormick (UK) Limited), wholly owned by McCormick & Company, Inc., selling to UK home cooks through major supermarkets and the schwartz.co.uk direct-to-consumer storefront.

Ownership category

akta.pro rank

Product category

Seasonings and Spices

NAICS

Seasoning and Dressing Manufacturing (31194), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Spice Blends & Seasoning Mixes (Dry Rubs, Marinade Mixes) (AFAJANAD)

akta.pro secondary industries

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO), Condiments, Sauces & Dressings (CRADAAAB), Whole Spices (Seeds, Pods, Bark, Roots) (AFAJANAA)

Keywords

• Herbs and spices
• Seasoning blends
• Recipe mixes
• Culinary ingredients
• Cooking sauces

Headquarters

HQ city

Haddenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Schwartz generates revenue through the sale of packaged herbs, spices, seasonings, and recipe mixes to UK consumers via retail stores and online e-commerce. Products include individual spices, blended seasonings, restaurant-branded recipe mixes, and air fryer-specific products.
2. Licensed Restaurant Partnerships: Revenue is generated through licensed partnerships with restaurant chains (Pizza Express, Bella Italia, Rosa's Thai, Las Iguanas, The Real Greek) where Schwartz creates and sells recipe mixes bearing the restaurant brand names.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Schwartz blends and packages a portfolio of dried herbs, spices, seasoning blends, recipe mixes, and pour-over sauces for UK home cooks. The brand sells both standalone herbs and spices (e.g., Dried Thyme, Ground Black Pepper) and pre-blended recipe solutions covering global cuisines, plus licensed restaurant co-branded ranges (Pizza Express, Bella Italia, Rosa's Thai, Las Iguanas, The Real Greek) and a celebrity chef range with Nadiya Hussain. Products are distributed through UK supermarkets (Morrisons, ASDA, and others) and the brand's own schwartz.co.uk e-commerce site.

Product overview

Schwartz is a UK-based herbs and spices brand (owned by McCormick & Company, Inc.) offering a comprehensive range of culinary seasoning products. The product portfolio centers on five core product categories: Herbs and Spices (individual dried ingredients), Seasonings and Blends (pre-mixed seasonings), Recipe Mixes (complete meal kits), Pour Over Sauces, and Special Products (restaurant brand collaborations). Key product lines include Rubs of the World (expertly crafted regional rubs), All Rounders (everyday versatile seasonings), Air Fryer Seasonings (air fryer-specific blends), World Flavours (international authentic blends like Lebanese 7 Spice, Japanese 7 Spice, Chinese 5 Spice, Italian, Cajun), and One Pan Recipe Mixes (complete one-pan meal solutions). The company also holds licensed partnerships with restaurant brands including Nadiya, Bella Italia, Pizza Express, Rosa's Thai, Las Iguanas, and The Real Greek.

Differentiator

Problem solved

Functional benefit

Brands

• Schwartz x Nadiya: Collaboration with baker Nadiya Hussain featuring recipe kits and seasonings
• Bella Italia Recipe Mixes
• Pizza Express Recipe Mixes
• Rosa's Thai Recipe Mixes
• Las Iguanas Recipe Mixes
• The Real Greek Recipe Mixes

Products and services

• Herbs and Spices Core range of dried herbs, spices, chillies, curry powders, garlic products, salt, pepper, and individual spice ingredients sold to UK home cooks.
• Seasonings and Blends Pre-mixed seasoning blends including All Rounders, Rubs of the World, World Flavours, Air Fryer Seasonings, Loaded Fries, and Limited Editions for everyday and global cooking.
• Recipe Mixes Pre-packaged recipe mixes for popular dishes covering beef and lamb, chicken and fish, roast it, wok it, and vegetable mixes.
• Pour Over Sauces Sauce mixes, gravies, sauces for fish, and ready-to-heat sauce mixes for home-cooked meals.
• Restaurant Brand Collaboration Recipe Mixes Licensed recipe mixes co-developed with restaurant brands including Pizza Express, Bella Italia, Rosa's Thai, Las Iguanas, The Real Greek, and Nadiya, sold through UK grocery retail.
• Rubs of the World Expertly crafted seasoning rubs inspired by iconic regional cuisines including Sweet & Smoky, Garlic & Lime, and Citrus & Herb varieties.
• All Rounders Seasonings Versatile seasoning blends for everyday cooking including Spicy, Garlic, Zesty, and Smoky All-Rounder varieties.
• Air Fryer Seasonings Seasonings specifically formulated for air fryer cooking, including Bangin' Chicken, Cheezy Chips, and Veggilicious varieties.
• World Flavours Seasonings Authentic international seasoning blends including Lebanese 7 Spice, Japanese 7 Spice Yakitori, Chinese 5 Spice, Italian, Cajun, Piri Piri, and Harissa.
• One Pan Recipe Mixes Complete meal kits for one-pan cooking including Italian Chicken Risotto, Spanish Chicken & Rice, Cajun Chicken & Rice, and Italian Cheesy Chicken & Garlic Pasta.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• Pizza ExpresscoreGTM or Marketing PartnerSchwartz holds a licensing partnership with Pizza Express to create and sell Schwartz x Pizza Express Recipe Mixes. These products allow consumers to recreate Pizza Express recipes at home. Joint promotional campaigns and competitions are conducted on social media, including Instagram and Facebook prize draws offering Pizza Express vouchers.
• Bella ItaliacoreGTM or Marketing PartnerLicensed partnership for Bella Italia Recipe Mixes, enabling Schwartz to produce recipe kits based on Bella Italia restaurant dishes for consumer purchase in UK retail stores.
• Rosa's ThaicoreGTM or Marketing PartnerLicensed partnership for Rosa's Thai Recipe Mixes, allowing consumers to recreate Thai restaurant dishes at home using Schwartz-branded products.
• Las IguanascoreGTM or Marketing PartnerLicensed partnership for Las Iguanas Recipe Mixes, bringing Latin American cuisine flavours to home cooks through Schwartz products.
• The Real GreekcoreGTM or Marketing PartnerLicensed partnership for The Real Greek Recipe Mixes. Consumers purchasing promotional products receive vouchers for 2-for-1 meals at The Real Greek restaurants. Promotion valid until end of 2026.
• Nadiya HussaincoreStrategic or Co-development PartnerCelebrity chef and baker Nadiya Hussain collaborates with Schwartz on product development, creating the Schwartz x Nadiya product range including recipe kits and seasonings. Partnership includes dedicated website section, recipe development, WhatsApp chatbot campaign, and promotional discount code (NOWYOURECOOKING) for consumer savings.
• McCormick & Company, Inc.coreOEM/ Whitelabel/ Licensing PartnerSchwartz operates as a licensed brand under McCormick & Company, Inc., a global leader in flavour solutions. McCormick UK Ltd trades under the licensed brand name Schwartz. The parent company provides manufacturing, sourcing, and distribution infrastructure.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Santa Maria: European herbs, spices, seasonings, and Tex-Mex/World Foods brand with established UK grocery presence. Comparable on spice blends, recipe mixes, and World Flavours-style international seasonings.
• The Spice Tailor: UK-based recipe-kit brand offering pre-portioned sauce and spice kits for authentic Indian and other Asian cuisines. Direct competitor in the recipe-mix / one-pan meal-kit category where Schwartz's One Pan Recipe Mixes and restaurant-licensed mixes compete.
• Old El Paso: General Mills-owned Mexican meal-kit and seasoning brand widely distributed in UK grocery. Comparable to Schwartz in the recipe-mix / seasoning category and in the restaurant-cuisine-at-home occasion.
• Bart Ingredients: UK-based herbs, spices, and seasoning blends brand sold in major British supermarkets. Directly comparable to Schwartz on core category, UK retail placement, and product mix (individual spices plus blends).
• Colman's: Iconic UK condiments and seasonings brand (mustards, recipe mixes, sauces) owned by Unilever, sold through the same major UK grocers as Schwartz. Closely comparable UK heritage seasoning peer with overlapping recipe-mix and sauce categories.
• Discovery Foods: UK-based herbs, spices, and seasonings brand stocked across British supermarkets. Closely comparable core-category peer competing head-to-head with Schwartz on shelf.

Emerging players

• Seasoned Pioneers: UK-based artisan spice-blend specialist with a strong World Flavours / regional-cuisine positioning. Comparable to Schwartz's World Flavours and Rubs of the World lines in the authentic-cuisine spice-blend category.
• Steenbergs Organic: UK-based specialist in organic, Fair-Trade herbs, spices, and seasonings sold via D2C and select retail. Comparable as a niche / premium UK spice brand that competes for the same home-cook shopper with differentiated sourcing.

Broad incumbents

• Knorr: Unilever-owned global seasonings, stocks, and recipe-mix brand with significant UK grocery share. Comparable as a wider-portfolio seasoning incumbent that competes with Schwartz on shelves and on recipe-mix occasions.
• McCormick & Company: Global flavour leader and Schwartz's parent company. Comparable as the broader portfolio incumbent that owns Schwartz and competing brands (Old Bay, Cholula, Frank's RedHot); relevant for understanding corporate scale and brand portfolio context.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Schwartzflavour
• Facebookfacebook.com/SchwartzFlavour
• Instagraminstagram.com/schwartz.uk
• Pinterestpinterest.com/schwartzflavour

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schwartz