The World's Hottest Chip

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Get ready for something new, folks! It’s the hottest, and perhaps least practical, chip on the market. And it comes in a singular, coffin-shaped packaging that’s just about as cute as it is daunting.

Paqui chips set out to make the world’s hottest chip–so, of course, they turned to the world’s hottest pepper: the elusive Carolina Reaper pepper. For good measure, they added in some help from the well-known ghost pepper, and a little bit of chipotle too.

These chips are served in individual packages because the company believes that’s all anybody could need–all anybody could truly handle. Jeff Day, brand manager for the chip, told mashable “It’s the hottest chip you’ll ever have, I can guarantee you that. After you eat that one chip, trust me, you’re not looking to dig back into the bag and have a second one.”

The company is urging consumers to document their experiences with this extra spicy, extra crunchy bit of adventure. Inside of the packaging are directions for consumers to “Try it” (eat the chip), “Prove it” (take a video of yourself doing so), and “Post it”; with the hashtag #onechipchallenge and tag @PaquiTortillas on social media.

You can find the Carolina Reaper Chip for $4.99, both online, and at limited stores beginning on October 1st.