This rub is a true Memphis style dry rub with one exception. It is sugar free. This rub is very flavorful. There is an up front smokiness from the paprika then you get a spicy and savory profile. This goes well on fatty cuts of meat such as: Pork Shoulder, Beef Ribs, and Brisket. The possibilities are endless. If you are going to add sugar to this rub we recommend that for every 1 Tablespoon of rub add 1/2 to 1 Tablespoon of brown sugar for a nice glaze. This product is Paleo, Vegetarian, and Vegan friendly.