Phrase from ’60s gets spicy new lease on life

updated 5:41 p.m. ET July 19, 2005

OAKLAND, Calif. - Former Black Panthers are hoping the phrase “Burn Baby Burn” will help their nonprofit organization market a new product — hot sauce.

The Huey P. Newton Foundation, named for the co-founder of the 1960s militant group, is seeking to trademark the phrase that for many brings to mind the racially charged 1965 Watts Riots in Los Angeles that left more than 30 people dead, at least 1,000 wounded and hundreds of buildings in ashes.

The new line of hot sauce, called “Burn Baby Burn: A Taste of the Sixties Revolutionary Hot Sauce,” is aimed at “anyone who wants to have an extra savory boost to their food,” said David Hilliard, executive director and original Black Panther, in an interview.

“The hot sauce is another way to raise money and bring attention to the Huey Newton Foundation,” Hilliard said. “We’re trying to turn the tide of violence and educate young people through our work.”

The foundation also plans to produce its own salsa, as well as a clothing line called “Spirit of the Sixties.”

Hilliard said the group hopes to start selling the spicy condiment later this year to commemorate the 40th anniversary of the 1966 founding of the Black Panther Party.

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