What's it like to eat the world's spiciest potato chip?
One man with experience of eating spicy food is Roy Williams - who previously challenged himself to suck on the so-called “Toe of Satan” for five whole minutes and succeeded - raising money for the Northern Ireland Children’s Hospice in the process.
He says while he developed a “fascination and addiction” to Indian food as a young man, it is not something he would normally do for fun.
“This is something really, purely to raise the money,” he told Moncreiff.
The entire ordeal felt like “swallowing fire” and it took half an hour before he began to feel “anywhere near normal again.”
He joined Moncrieff live in the studio for to repeat the challenge with the world's spiciest potato chip:
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Main image: Hot food. Picture by: Alamy.com