Take your seasoning game up a level with “Love Meat Tender” v2.0—a true all-purpose rub built by champion pit-master Harry Soo to be your go-to for virtually anything cooking.

• “Love Meat Tender” has been updated to v2.0 with added umami-rich ingredients, delivering deeper flavor without using MSG.
• The formula works on beef, pork, chicken, fish, vegetables, tofu—even popcorn—making it a truly versatile kitchen staple.
• Completely all-purpose: skip multiple rubs and use this for ribs, poultry, steaks, veggies, breakfast scrambles and more.
• Clean label: no MSG, gluten-free, crafted in small batches under Harry’s supervision.
• Easy to use: apply generously, rub into the surface, let rest (for deeper flavor, refrigerate if meat) then cook as preferred—grill, smoke, roast or sauté.
• Great for home cooks and BBQ enthusiasts alike—this is the “one-rub-to-rule-them-all” solution when you want bold flavor without fuss.
• Flavor profile: balanced sweet + savory, with mild heat and rich umami undertones that enhance natural food flavor rather than mask it.
• Available in several sizes (12 oz, 26 oz, up to 5 lbs) to suit everything from everyday dinners to large cook-outs.
• Results you can count on: the crust develops beautifully, the interior stays juicy, and the flavor profile shines on a broad variety of foods.
• Add this to your spice cabinet when you want an all-purpose seasoning rug that truly delivers.

In short: “Love Meat Tender” v2.0 is your go-to rub when you want “great flavor everywhere”—on meat, veggies, snacks, you name it. One bottle, infinite use.

Awesome on:

• Beef steaks, brisket, burgers
• Pork chops, ribs, pulled pork
• Chicken thighs, whole bird, wings
• Fish fillets, shrimp, seafood
• Vegetables: roasted, grilled, sautéed
• Tofu, plant-based proteins, scrambled eggs
• Snacks: popcorn, roasted nuts, potatoes
• Breakfast skillets, stir-fry, rice bowls