Beginning in October, the company will sell its Carolina Reaper Madness chips for a limited time. Each individual package will cost $4.99.
The company encourages fans to participate in its #OneChipChallenge by eating the chips and sharing their reactions on social media. Those who tag @PaquiTortillas and include the hashtags #OneChipChallenge and #sweeps will receive free bags of the company’s “more conventionally-flavored crisps,” and a chance to win a year’s supply of chips and a GoPro Hero4 Silver, Adweek reported.
“Paqui is aiming to reach those audiences who like to push their limits,” brand manager Jeff Day told Adweek. “This chip is certainly on the extreme end, but it brings to life in a real way what we can do, which is deliver authentic flavors and experiences.”