Marketing for the brand, which is owned by McCormick, has previously focused on the taste of each herb and spice, with suggestions of how they can be used to enhance the flavours of dishes.
However, last week it rolled out a print, digital and PR campaign entitled 'The Secrets of Spices', that emphasises the way in which Schwartz herbs and spices can be used as part of a healthy balanced diet.
The £1.5m push, created by ad agency Grey Paris, focuses on 10 favourite flavourings, including rosemary, cinnamon and thyme. The work, which is running initially in the UK and France, also includes a dedicated microsite.
Schwartz will flag up the antioxidant properties of its products, and include information specific to each herb or spice, such as the fact that cinnamon can stimulate the respiratory and circulatory systems, while basil can act as a relaxant.
Schwartz made a similar strategic shift in the US last year, promoting the brand as 'Super Spices'.
The most recent addition to the Schwartz range was Cook Art, a premium range of spices designed by branding agency Coley Porter Bell. The packaging was intended to inspire consumers to experiment with ingredients and learn more about flavour.
In December, McCormick awarded its combined £7.5m pan-European media planning and buying account to Starcom MediaVest Group.
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