Snacks brand Paqui is promoting its "Carolina Reaper Madness" chip -- which is so spicy it's sold individually in a coffin-shaped box -- with a video in which it challenges two tough-guy NFL players to eat one on camera.
The film, by Olson Engage, sees Kansas City Chiefs' Travis Kelce and Carolina Panthers player Greg Olsen (who are often pitted as rivals) take the "One Chip Challenge" test, accompanied a glass of milk and some Pepto-Bismol to dampen down the chilli.
Kelce holds out without milk for longer, announcing "Milk is for wussies...I haven't drunk any milk since I was 15." He also complains of some serious acid reflux, while Olsen (who claims he hasn't imbibed milk since he was five) gives in first, muttering "Who made that? Why would you make that?"
Paqui's "Carolina Reaper Madness" chip was first introduced in 2016 and has been brought back this year using Carolina Reaper chilli peppers that are apparently 25% hotter than last year's batch. The brand (owned by Amplify Snack Brands) is encouraging people who want to take the #OneChipChallenge to buy one at Paqui.com for $4.99. That's quite a markup for a single chip, so if you take the plunge, just remember to order some milk.