Sriracha Week starts March 7, so it’s time to address the elephant in the room: This rooster has gotten a little too cocky for its own good.

The chile sauce, which is named after a coastal Thai city (and in the U.S. is associated with the version made by Huy Fong foods, though other companies also make the condiment) has risen in a way that can only be described as meteoric.

Between 2013 and 2015, Huy Fong Sriracha sales rose from $60 million to $80 million. When Kylie Jenner mentioned a Sriracha bottle on Instagram (ostensibly in reference to her red sweatshirt and green hairdo), the photo tallied over one million likes. Read more…

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8 times Sriracha went too far