One of our favorite things about seasonings is when they take on a life of their own, beyond what they were originally intended for. For example, for the past few years, a hot new food trend in Australia has been chicken-flavored seasoning salt. What started as a simple savory seasoning for roast chicken, designed to boost the natural flavor of chicken by mimicking the taste of chicken bouillon, suddenly became a national sensation when someone thought to sprinkle it over a basket of hot French fries. Now, chicken salt is available in practically every fish and chip shop down under. On a recent trip to Australia, the Trader Joe’s private brand product development team had a chance to try this flavoring phenomenon and knew at once that they had to bring it to its shelves. And they wanted to make sure everyone, not just chicken-eaters, could enjoy it. Thus, Trader Joe’s Vegan Chicken-less Seasoning Salt was born.

Made from a blend of sea salt, onion & garlic powder, turmeric, and a handful of other spices (celery seed, ginger powder, and black pepper, to be specific), this Seasoning Salt conjures the flavor of chicken without actually containing chicken (or any other animal-based ingredients, for that matter). Just like its Australian inspiration, it seasons chicken wonderfully but has a whole other life as a savory season-all. Sprinkle it liberally over french fries, Trader Joe’s Potato Tots, or try it on Cauliflower in this Tastes Like Chicken Vegan Cauliflower Steaks Recipe.

Vegan Chicken-less Seasoning Salt retails for  $1.99 for a 3.3-ounce jar.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.