Kraft Barbecue sauce was back, better than ever. With new bold flavors and an even better recipe, it needed an attitude to match. 

Barbecue is primal, unrefined. It's a no-nonsense union of meat, fire, and man that goes back to the Neolithic age. Why mince words about something as pure as that? 

Good barbecue takes time, patience, care, and excellent cuts of meat. And with all the effort that goes into the art of barbecue, you certainly wouldn't waste your time and ruin a great cut of meat with any old bottled BBQ sludge.

It's about respect. It's about tradition. It's about flavor.

Simply put, it's about Treating Your Meat Right.

Might stand out against the more traditionally titled cookbooks. 

Why wouldn't we get a meat expert to weigh in on treating one's meat right?