I see this stuff everywhere: supermarkets, Costco, etc. My local Winco had a giant display, so I picked one up for $2 to see what's the fuss. The ingredients are "chili powder, salt, dehydrated lime juice". All I can really taste is lime powder. I'm sure it's big with the Hispanic community and they must sell a ton. It got me thinking, though. Maybe a superhot version would be really good?
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