Starting at $10, the new lineup includes the Sweet + Sassy Smokehouse Rub, a partnership with Top Chef alum Dave Martin that blends smoked paprika with maple and molasses. For those looking to avoid salt, the Five Pepper Cacao Rub pairs earthy cacao with a mix of five chiles, including ancho and chipotle, designed specifically for steak tacos or salmon. The collection rounds out with the Chili Up North blend, which infuses traditional Southwest spices with the woodsy caramel notes of Canadian maple sugar.

Michael Cramer, CEO of Selefina Spices, noted that these blends are intended to help home cooks experiment with fearless flavors throughout the season. Beyond these specific rubs, the brand maintains a catalog of single-origin spices and smaller, 50-cent samples designed to lower the barrier for culinary experimentation. The full range of products is available for purchase through the company’s website.