Ad of the Day: This Tortilla Chip Is So Hellishly Spicy, You Get Only One Per Pack

We tried Paqui's Carolina Reaper Madness, and lived to tell the tale

Don't fear the Carolina Reaper. But you should absolutely approach its scorching scythe of flavor with extreme caution.

Next month, and for a limited time, the wacky tortilla gourmets at Paqui will start selling Carolina Reaper Madness chips online and at select stores nationwide. And by "chips," we really mean "chip."

Priced at $4.99, said item comes in a small, red, coffin-shaped box with the robed figure of death depicted on the front and, on the reverse, this challenge: "Do you dare to go to hell and back?" You get one—that's right, ONE—standard-size chip per package.

That's because this particular snack is spiced with fearsome Carolina Reaper peppers, widely touted as the hottest variety on Earth, topping the Scoville Heat Chart at 2.2

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Headshot of David Gianatasio

David Gianatasio

David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.