Blair Lazar, head of Extreme Foods, has launched the "16 Million Reserve" which is pure capsicum- the element that stimulates the nerve endings on the tongue.
People who taste the concoction are unable to see because of tears for up to half an hour.
Mr Lazar said, 'The pain was exquisite, it was like having your tongue hit by a hammer.'
Extreme Foods has released 999 limited-edition bottles, each one containing just a few crystals of the fiery menace. They are available at the mouth-watering price of $199 each.
Mr Lazar got into the chilli business while he was working as a barman. As a means of clearing out customers at the end of the night, he would give them chicken wings dipped in very hot sauce.
Buyers have to sign a disclaimer warning them that any handling 'must be under a controlled environment using protective gloves and safety eye wear.'
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