Few snack marketing stunts have travelled as far, or ended as seriously, as a single tortilla chip sold in a coffin-shaped box.
One chip, two of the hottest peppers on record
The One Chip Challenge chip is seasoned with extracts from the Carolina Reaper, a cultivar bred by South Carolina's Ed Currie that held the Guinness World Record for hottest pepper for years, and the Naga Viper. The combination puts the chip's heat level far beyond typical spicy snacks, deliberately built as a one-off dare rather than something meant to be enjoyed as food.
From marketing stunt to global trend
Paqui, the Texas-founded tortilla chip brand acquired by Hershey in 2018, launched the challenge in 2016. It spread first through YouTube reaction videos and later exploded on TikTok under #OneChipChallenge, racking up hundreds of millions of views as teenagers filmed their reactions. Schools across the US and UK began issuing warnings to parents as the trend grew.
The safety controversy
Reports of emergency room visits linked to the challenge accumulated through 2022 and 2023, prompting warnings from poison control centres. The trend came to a head in September 2023, when a 14-year-old boy in Worcester, Massachusetts, died after participating. Paqui pulled the product from retailers immediately afterwards, and the case prompted renewed scrutiny of extreme-heat snack marketing aimed at teenagers.
Extreme heat, handled carefully
For anyone curious about genuinely spicy American snacks without the stunt element, our American candy and snacks collection carries imports at a range of heat levels — worth checking labels carefully before diving in.
Frequently asked questions
What is the One Chip Challenge?
The One Chip Challenge is a social media dare built around a single tortilla chip made by the US snack brand Paqui, seasoned with Carolina Reaper and Naga Viper chilli extracts, two of the hottest chilli varieties in the world. Participants eat the chip and try to last as long as possible without eating or drinking anything else.
Who makes the One Chip Challenge chip?
The chip is made by Paqui, a Texas-founded tortilla chip brand that has been owned by Hershey since 2018. Paqui sold the chip individually in a coffin-shaped box, with the challenge built directly into the branding.
Why was the One Chip Challenge pulled from shelves?
In September 2023, a 14-year-old boy in Massachusetts died after taking part in the challenge, and Paqui withdrew the product from stores shortly afterwards, urging retailers to remove any remaining stock.