The survival story behind the iconic yellow can of Old Bay Seasoning

Food & Drink · Published 3 October 2026 Swipe more like this →

In short: Born from a German spice business and a narrow escape from Nazi persecution, Old Bay Seasoning became a Mid-Atlantic culinary staple. Named after a historic steamship line, this blend of 18 spices has evolved from a simple seafood rub into a cultural phenomenon that now flavors everything from vodka to popcorn.

The origins of Old Bay are rooted in the resilience of Gustav Brunn, a German-Jewish spice merchant. After his business in Germany was dismantled and he was imprisoned in the Buchenwald concentration camp, his wife secured his release. The family fled to Baltimore in 1939, where Brunn founded the Baltimore Spice Company with little more than a small spice grinder. He originally marketed his creation as Delicious Brand Shrimp and Crab Seasoning, later renaming it after the Old Bay Line, a passenger ship route connecting Baltimore and Norfolk.

The seasoning is a complex blend of 18 herbs and spices, including celery salt, red pepper, black pepper, and paprika, with potential additions like bay leaves, mustard, cloves, and ginger. While it remains a regional icon in Maryland, Virginia, and the Mid-Atlantic, its influence has expanded significantly since McCormick & Company purchased the brand in 1990. McCormick has since diversified the product line to include tartar sauce, cocktail sauce, and various seafood batters, alongside collaborations that have produced Old Bay-flavored vodka, hot sauce, and Goldfish crackers.

The brand's cultural footprint is vast, extending far beyond its traditional use on crab and shrimp. It has become a versatile condiment for everything from french fries and popcorn to Bloody Marys and beer. The seasoning's popularity has even sparked intense consumer demand; when McCormick launched Old Bay Hot Sauce in 2020, the product sold out in 30 minutes, leading some to resell the $3.49 bottles for as much as $200 online. Despite changes in packaging—including a shift to plastic containers in 2017 and a planned return to metal cans announced for December 2025—the seasoning remains a fixture of the regional identity.

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