The Grim Reaper is a common personification of death, the fearless collector of souls unfazed by the tricks and deceptions of those trying to escape the inevitable. It seems fitting that the Carolina Reaper, the Guinness-certified hottest pepper in the world, is named after the collector of souls.

Snack maker Paqui, in making a chip so intensely hot that even the bravest struggle eating a single one, turned to the Carolina Reaper to provide their lava-like intensity. And because the internet loves to see people suffer from eating spicy foods, Paqui is bringing back The One Chip Challenge, goading those that think they have the intestinal fortitude to post videos on social media with the hashtag #OneChipChallenge with proof of completing their trial by fire.