A pizza claimed to be Australasia's hottest is being launched this month, and those who eat a whole one will get a free pair of underpants.
The Angry Dragon is a new Hell Pizza offering limited to people aged 18 and over.
The ring of fire is topped with super-hot ghost peppers, extra-spicy sauce, pepperoni, capsicum and black pepper.
Ghost peppers, known in their native India as Bhut Jolokia, are around 20 times hotter than cayenne pepper on the Scoville Heat Scale, which measures chilli heat.
"When we taste-tested the pizza, not one of the eight people trying it could finish more than two snack slices," said Hell general manager, Ben Cumming. Hell said Eurofins NZ Laboratory Services tested the entire pizza at 8900 on the Scoville scale - hotter than Tabasco sauce.