The Thug Kitchen Cookbook and its No F*cking Bullshit Promotion

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The popular website Thug Kitchen has released their first cookbook, a breath of fresh air amongst the pretty and pretentious healthy-eating cookbooks on the market. The edgy cookbook has been promoted with a very explicit, but absolutely hilarious, trailer as you would expect from a company whose tagline is “Eat like you give a fuck.”

Thug Kitchen Cookbook & Marketing

Thug Kitchen started their wildly popular web site to inspire people to eat some Goddamn vegetables and adopt a healthier lifestyle. Beloved by Gwyneth Paltrow (“This might be my favorite thing ever”) and named Saveur’s Best New Food blog of 2013 — with half a million Facebook fans and counting — Thug Kitchen wants to show everyone how to take charge of their plates and cook up some real f*cking food.

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The trailer is shot in such a way that visually it could get a Good Housekeeping Seal of Approval, but the copy (and even the supers) are sarcastic and filled with f-bombs and other naughty words. One cannot help but giggle -and, if they actually follow the recipes, quite possibly become one helluva cook in the kitchen.

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Below is the official trailer for the Thug Kitchen Cookbook directed by Daniel Schechter and created in conjunction with Process Media. (Warning: explicit language):

Yeah, plenty of blogs and cookbooks preach about how to eat more kale, why ginger fights inflammation, and how to cook with microgreens and nettles. But they are dull or pretentious as hell—and most people can’t afford the hype.



Thug Kitchen lives in the real world. In their first cookbook, they’re throwing down more than 100 recipes for their best-loved meals, snacks, and sides for beginning cooks to home chefs. (Roasted Beer and Lime Cauliflower Tacos? Pumpkin Chili? Grilled Peach Salsa? Believe that sh*t.) Plus they’re going to arm you with all the info and techniques you need to shop on a budget and go and kick a bunch of ass on your own.

Sample pages:

This book is an invitation to everyone who wants to do better to elevate their kitchen game. No more ketchup and pizza counting as vegetables. No more drive-thru lines. No more avoiding the produce corner of the supermarket. Sh*t is about to get real.


Buy the Thug Kitchen Cookbook here