No ordinary rub,...... most of the rubs we have previously used generally only flavour the surface of the meat, however.... this Firefly Memphis Sweet BBQ Rub penetrated into the meat in such a short space of time. The smell coming from the kitchen was simply amazing picking out hints of the Kashmiri chili , ginger, black pepper and smoked paprika. We used this on chicken but the flavours would complement any meat. Can't wait to use it again.