When it comes to this insane eating challenge, you can't say they didn't warn you.

First there's the poster in the window clearly stating "NZ's hottest pizza", then there's the ethanol sprayed on top and set alight, and then there's the waiver you have to sign before eating it - in case of injury, loss of earnings or, in the worst case, death.

Hell Pizza's Flaming Dragon is officially Australasia's hottest pizza, after being tested in an Auckland lab against last year's title-holder, the company's Angry Dragon.

Ashten Macdonald/Stuff Kunal Bhasin, left, and Simran Singh take on the Flaming Dragon challenge.

Hell's general manager Ben Cumming said its angrier younger brother, the Flaming Dragon, packs a whopping 50 per cent more heat.

"We've really left no stone unturned, you're not going to get hotter than this."

Using the Scoville scale, where the jalapeno sits at around 1000 heat units, the Flaming Dragon uses a chilli called the Carolina Reaper, a Guinness World Record holder which clocks in at more than 2 million units.

Fellow toppings include ghost peppers, brain strain 7 pot chillis, Congo black habaneros, red chillies and hot sauce - but it's the generous dose of dragon's fury sauce, made with the Carolina Reaper, that has even the most confident in tears.

Challengers must finish a whole pizza in six minutes and 66 seconds to be considered for the "Wall of Flame".

At Wellington's Cuba St store earlier this week, 21-year-old Kunal Bhasin managed two slices before asking for a sick bucket and then being rendered unable to talk.

Fellow hopeful Simran Singh was on his second attempt, falling one slice short of victory.

"It's like a punch in the throat," he said, before promising to try it again.

So why do people voluntarily put themselves through the kind of pain described by one challenger as like being "choked by Satan"?

"It's the fun of watching your mates get so caned by the spice, and the satisfaction of slaying the dragon that encourages most people," Cumming said.

Have you tried the Hell Pizza Flaming Dragon Challenge? How far did you get?

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