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This 12 ingredient blend has a noticeable sweetness in the flavor profile from the brown and white sugar and it doesn’t pack as much heat as our Kickin’ Chicken Rub does. You get just a hint of heat from the red pepper flakes as well as the delicious but very subtle heat of both the brown and yellow mustard which also provides pungent undertones.
If you’re not familiar with a barbecue style dry rub it’s a seasoning blend typically consisting of sugar, salt and spices. The rub is applied to the meat and then patted in evenly on all sides before cooking. This helps to form a tasty crust that contains tremendous flavor while keeping the moisture in. If you have ever tasted great barbeque it's most likely that a dry rub was used. Dry rubs give meats (especially beef, chicken or pork) an unforgettable flavor. The most successful barbecue pitmasters and barbecue restaurants all rely on flavorful dry spice rubs and now you can too.
Unless you've been living under a rock for the last 10 years or so you know that there's been a great deal of talk about salt over consumption but a dry rub without salt really isn't a dry rub. Now the anti-salt crowd might not agree with me but I think that the real argument shouldn’t be is there any salt in the spice blend but should instead be how much salt is in the blend. Most commercially purchased dry rubs contain way too much salt (for my taste and that is certainly a subjective statement). There is a business reason for this - salt (even sea salt or Kosher salt) is typically the least expensive ingredient of all the spices and herbs used in and spice blend. So the more salt, the heavier the net weight of the blend and the more bottom line profit for that spice company.
With its deep, rich color this rub can be used liberally on your chicken. We always recommend that you season your meat with rubs at least one hour before grilling and for chicken you can let the seasoning soak into the meat for up to 24 hours for maximum flavor. For us the sweet spot (pun intended) seems to be between 2-4 hours. Now remember this is a rub so shake the seasoning onto the meat and then pat it in with your hands (you don't really need to "rub" it into the meat) to evenly coat both sides. Refrigerate when done and remove from the fridge about 30 minutes before your ready to cook it on the grill or bake it in the oven.