Just in time for Halloween: A snack so spicy it comes in a coffin

AUSTIN, Texas -- Amplify Snack Brands is targeting heat-loving consumers with what it calls the world's hottest chip.

The company's Paqui brand has launched a tortilla chip that is so spicy, it comes as a single chip packaged inside a coffin-shaped box. The limited-release Paqui Carolina Reaper chip has gone viral on social media feeds since limited amounts were first released in late September.

"The Paqui Carolina Reaper chip is truly hot. Don't say we didn't warn you," said Jeff Day, Paqui Brand Manager. "Paqui is always looking for ways to deliver bold flavors with real ingredients that push the limits. That led us to creating the world's hottest chip."

The Carolina Reaper chip is seasoned with real Carolina Reaper pepper, the Guinness Book of World Records holder for Hottest Chili Pepper. 

Paqui is encouraging its bravest of fans to post their reactions to social media by tagging @paquitortillas and including #OneChipChallenge and #sweeps. Those who dare take the #OneChipChallenge will have the chance to get a free bag of Paqui chips, in a flavor of their choice.  All participants are also entered for the chance to win one of three grand prizes including a year supply of Paqui chips or a GoPro HERO4 Silver.

The Paqui Carolina Reaper chip is available for $4.99 at Walmart and other retailers nationwide.