A man in Sleaford has taken on a 'neknominate' challenge which involved him eating a spoonful of the "world's hottest" pizza sauce.
Dan Simpkins was filmed attempting the challenge at Little Italy Pizza Co in Sleaford on Monday.
Neknominate is the latest social media craze which involves downing a pint, usually a mix of various alcoholic drinks, before nominating friends to do the same.
In this video Dan is seen swallowing a spoonful of the fiery sauce before downing a pint of beer.
Facebook is said to be facing growing pressure to ban footage of the craze after it allegedly claimed the lives of two British men at the weekend.
A Facebook page called Ban Neknomination has already received 24,000 'likes'.
The Sleaford restaurant is currently hosting a challenge in which participants can attempt to eat a 12" pizza with a secret recipe sauce measuring 12 million scoville heat units.
Anyone who manages to eat the pizza within half an hour will win £20 cash.
Spicy food fans can attempt the challenge in Sleaford tonight.