CITY OF INDUSTRY, Calif. – Sugarmade Inc.  is getting spicy with a new campaign Sriracha Seasoning Stix, which feature encapsulated Huy Fong Sriracha Sauce and other seasonings in the form of a “stick” that can be inserted into meat, fish and poultry before cooking.

Sriracha Seasoning Stix are solid at room temperature, but begin to liquefy as heat is applied to the sticks, according to Sugarmade. The meat fibers act like a sponge and absorb the sriracha flavors.

The branding campaign, called “Meat, Meet Heat,” is part of a licensing agreement between Sugarmade and Irwindale, California-based Huy Fong Foods, the maker of Sriracha Hot Chili Sauce in the red bottle bearing a rooster and topped by a green cap. Sugarmade plans a November launch for the campaign, which will include nationwide advertising and online marketing campaigns. 

“We have made great progress toward our November launch. We are now beginning to show the marketplace our branding of Sriracha Seasoning Stix,” Jimmy Chan, CEO of Sugarmade, said in a statement.  “We look forward to bringing the spicy and delicious taste of real Huy Fong Foods Inc. Sriracha to consumers in an entirely new way.  We are especially excited to provide free samples to Sriracha Fans at our website.”