How Spiceology turns its blends into shoppable recipes
The Spiceology sweet and sour Brussels sprouts recipe recently ranked on the first page of Google for its dish, ahead of Food Network and Good Housekeeping, and its Nashville hot chicken dip recently reached the first page too, ahead of Traeger (as of July 2026). Start with a jar labeled "Greek Freak" and you have no idea what to do with it, and that naming problem, repeated across roughly three hundred blends and spices, is the whole reason the recipe library exists. We cover it here as part of our case study library, alongside other food brands turning recipes into a working part of the business rather than a blog nobody reads.
Spiceology publishes and maintains a library of 1,100 live recipes on Recipe Kit, adding roughly nineteen new ones a month since joining the platform in 2024. The recipes we reviewed are built around one of the brand's named blends, paired with an add-to-cart product card, so the dish and the purchase happen on the same page.
The challenge
Spiceology started in 2013, when chef Pete Taylor and food blogger Heather Scholten began selling spice blends at farmers markets around Spokane, Washington. Pete's first blend, Smoky Honey Habanero, is the one that put the company on the map, and more than a decade later it is still one of the brand's bestsellers. The founding premise was simple: the spice aisle had gone stale with generic jars that all did roughly the same thing, and cooks deserved blends built by an actual chef instead of a flavor lab.
That premise scaled into a catalog of roughly 300 named blends, rubs, infused honeys, single spices, chiles, and salts, sold to home cooks and professional kitchens alike. Spiceology describes itself as chef-owned and chef-operated, with a test kitchen behind the blends, a Pro Chefs side of the business, and a run of named collaborations with chefs like Derek Wolf and Jet Tila. But a catalog built on distinctive names carries a specific problem: a shopper needs to understand what a blend actually does before they will reach for it, and a name alone will not tell them.
The Spiceology homepage (live, July 2026)
Spiceology's recipes are not generic dishes that happen to use spices. The ones we reviewed are built so the named blend is the reason the dish exists. The Smoky Honey Habanero orange cinnamon rolls work the blend into the dough, the filling, and the icing, so a single recipe shows off the same jar three different ways, and the ingredient list names the blend directly, as in "1 Tbsp Spiceology Greek Freak," so there is no ambiguity about what the dish requires.
The recipe card on Spiceology's Smoky Honey Habanero orange cinnamon rolls (live, July 2026)
How Recipe Kit supports the system
The recipes we reviewed carry a products section with the featured blend built in as an add-to-cart card, often alongside a complementary seasoning, so the reader does not have to leave the recipe to find the product. That structure is what lets a library of 1,100 recipes, growing by roughly nineteen a month, keep pace with a roughly 300-item spice and blend catalog: new blends, including the chef collaborations, can get their own proof-of-concept dish and a direct path to the cart on the same page. That structured recipe data is also part of what helps pages like the Brussels sprouts recipe surface ahead of larger sites like Food Network in search (as of July 2026), so the library keeps earning new readers instead of sitting as a static blog.
In their words
Your sweet and sour Brussels sprouts recipe recently ranked on the first page of Google for that dish, ahead of Food Network and Good Housekeeping, and your Nashville hot chicken dip page recently reached the first page too, ahead of Traeger (as of July 2026). Walk me through how a recipe like that gets built around a named blend: who writes it, how many recipes you ship with a launch, and what you think gets you above the big food sites.
[Awaiting Spiceology’s answer. This section fills in once the team has reviewed the draft.]
How deliberately do you think about recipes as SEO? Ranking for a dish like harissa chicken catches someone right before they buy the spice, and I am curious if that is explicit strategy for you or just a happy side effect.
[Awaiting Spiceology’s answer. This section fills in once the team has reviewed the draft.]
How do recipes fit into the bigger picture of growing Spiceology?
[Awaiting Spiceology’s answer. This section fills in once the team has reviewed the draft.]
Lessons for spice brands
The moves that travel from Spiceology to other spice brands on Shopify.
- Name your product into the dish. When the recipe cannot be made without your specific blend, sauce, or oil, the content sells the product instead of a generic substitute. Put the product name in the title where it fits.
- Give each named blend its own proof dish before you consider the launch finished. Spiceology treats its named blends as their own small brands: Greek Freak gets an infused olive oil vinaigrette, Smoky Honey Habanero gets orange cinnamon rolls, Cowboy Butter gets a burger. Ship at least one recipe per blend, not a general "how to use our spices" post.
- Publish fast enough to keep up with a large, growing catalog. Nineteen new recipes a month against 1,100 live is what lets a chef collaboration like Derek Wolf's Cowboy Butter get its own dish within weeks of launch instead of sitting unexplained on a shelf.
- Put the featured product in a cart-ready card on the recipe page itself. The Cowboy Butter burger links the Cowboy Butter seasoning and a Truffle Parmesan blend directly on the page, so a reader convinced by paragraph three can buy in the time it takes to add to cart, not after a separate product search.
If you want to see how these pages earn their search traffic in the first place, our guide to choosing recipe SEO keywords is a good place to start. More spice stories from the case study library: how La Boîte turns famous dishes into spice discovery, inside Burlap and Barrel's six-year recipe library, and how Ankerkraut turns pop culture into shoppable recipe campaigns. If you run a spice brand yourself, our recipes for spice brands page covers the category.
Turn your catalog into a library of product demonstrations
Publish structured recipes on Shopify, connect each dish with the products used to make it, and show shoppers what your products can actually do.
