Investor Relations

Press Release

Paqui's® Carolina Reaper Madness Chip Is Back And Hotter Than Ever

NFL Rivals See Who Can Brave the Hottest Chip in The World

Company Release - 10/11/2017 10:00 AM ET

AUSTIN, Texas, Oct. 11, 2017 /PRNewswire/ -- Paqui Chips, part of Amplify Snack Brands, just announced the return of the world's hottest tortilla chip, the Paqui Carolina Reaper Madness. Unbelievably, this year's batch of Carolina Reaper Peppers is 25 percent hotter than last year's, meaning that Paqui just smashed its own record for the world's hottest chip.

Paqui Carolina Reaper Madness

"People went absolutely crazy for the #OneChipChallenge last year, so we knew we needed to bring it back bigger and better for round two," said Jeff Day, Paqui Brand Manager. "Paqui is all about pushing the boundaries of flavor and spice, and we can't wait to see what people do for the second year of Carolina Reaper Madness."

Paqui is also partnering with some of the NFL's toughest competitors and friendly rivals, Pro Bowl tight ends Travis Kelce and Greg Olsen, to take on the challenge.

"After witnessing the level of enthusiasm from people last year, we wanted to embrace that challenge mentality even more in year two," continued Day. "What better way to do that than to see how two of the NFL's top athletes take on the #OneChipChallenge?"

After taking on the challenge, Travis Kelce shared his thoughts, saying, "The #OneChipChallenge was so intense, it was like eating lava and then just holding on for dear life until the fire faded. Trust me, this chip will show you how tough you really are."

Greg Olsen, having also taken the challenge, noted "I can't believe I let Travis Kelce talk me into taking the Paqui #OneChipChallenge, but I couldn't say no to a little competition. It was like swallowing pure lava; I felt like the dragons from Game of Thrones. Everyone should try this, just make sure to have plenty of milk close by."

Back With a Vengeance

What makes the Carolina Reaper Madness chip so formidable is that it's seasoned with real Carolina Reaper peppers, the Guinness Book of World Records holder for World's Hottest Chili Pepper. The chip delivers such a tidal wave of heat that Paqui only sells it one at a time in a coffin-shaped box complete with warnings to wash your hands and keep out of the reach of children. That's right—these chips are sold just one at a time.

"The Carolina Reaper is bred for heat and heat alone. Last year's batch came in at over 1.5MM Scovilles, the hottest ever recorded by Guinness World Records," said Ed Currie of PuckerButt Pepper Company. "Our latest crop upped the heat ante to 1.9MM Scovilles, making the Carolina Reaper challenging for even the most daring of Pepperheads."

Take the #OneChipChallenge

Fans are encouraged to challenge their own friendly rivals and see how they measure up against the best tight ends in the NFL by posting their reactions to social media using the hashtags #OneChipChallenge and #sweeps and tagging @PaquiChips to be featured on Paqui's Wall of Infamy alongside Travis Kelce and Greg Olsen. All participants are entered for the chance to win one of 3 grand prizes of a lifetime supply of Paqui chips and a custom "Paqui warrior" neon sign.

The Paqui Carolina Reaper Madness chip is available online at for $4.99 (plus shipping), while supplies last.

While the Paqui Carolina Reaper Madness Chip may be available for only a limited time, fans can still get their hands on Paqui chips long after the fire subsides. Paqui offers five bold chip flavors year-round, each using spices from real ingredients. Flavors include Nacho Cheese Especial, Cool Salsa Verde, Wild Wild Ranch, Spicy Queso and Haunted Ghost Pepper. All of Paqui's chips, including the Carolina Reaper Madness chip, are non-GMO certified, gluten-free and contain no artificial flavors or preservatives.

About Amplify Snack Brands, Inc.

Headquartered in Austin, Texas, Amplify Snack Brands, Inc. (NYSE: BETR) is a high-growth snack food company focused on developing and marketing products that appeal to consumers' growing preferences for Better-For-You (BFY) snacks. Our brands SkinnyPop®, Tyrrells®, Paqui®, Oatmega®, Lisa's® Chips, The Wholesome Food CompanyTM, and Thomas ChipmanTM embody our BFY mission of "snacking without compromise®" and have amassed a loyal customer base across a wide range of food distribution channels in the United States, United Kingdom, Canada, Europe and Australia. For additional information, please visit:   


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SOURCE Amplify Snack Brands, Inc.