Merchandising firm, Warren James, and culinary creator and restaurateur, Sam the Cooking Guy, have announced a new partnership, unveiling the drop of a new seasoning – BFF. Officially titled “Best F#%*cking Flavor,” the seasoning’s name is a play on the modern term for “Best Friend Forever” and will become the first official product launched as part of the partnership between Sam the Cooking Guy and Warren James, which will be available for purchase and through a subscription at Shopstcg.com. The BFF seasoning combines three classic ingredients – salt, pepper and garlic – in one easy-to-use package. 

“I always keep a dish of BFF beside my stove – it goes on scrambled eggs in the morning, in pasta and much more,” says Sam the Cooking Guy. “My new seasoning lets you reach into one bag, take one little pinch, and throw it into what you're cooking – if you only have one seasoning in your cabinet, it should be this. Until now we handled all our own product development in-house, and we've done a great job, but we also came to realize a lot of our success came down to knowing others can do things better than you. In that sense, Warren James can help us launch a series of authentic products for our fanbase to enjoy better than we can.” 

“Warren James has proven itself by working with the most talented creators and entrepreneurs in the world, and helping them build their platforms into successful brands,” says Saurabh Shah, chief executive officer, Warren James. “This latest step into the food and beverage space and working with a personality as big as Sam’s further strengthens our position as an industry leader – we look forward to building his brand into something even bigger, starting with the launch of the new BFF seasoning, and a lot of other exciting new things to come.”        

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