Competitors from across the country are signing up to take part in the “Clash of the Titans” contest at the BID’s Cheltenham Street Chilli Fiesta on Saturday.
The contest sees chilli enthusiasts compete to prove they can eat a hotter chilli than their rivals.
Miss Cheltenham Katy van Hemelryk will be on hand to present the winner with their award.
The fiesta is being organised by Chilli Fest UK and Cheltenham Business Improvement District (BID) and will see 15 chilli produce stalls in Cambray Place from 10am-5pm.
BID Director Kevan Blackadder said: “We were told that chilli enthusiasts travel the country to visit the stalls and take part in the Clash of the Titans and we’ve had phone calls this week from London and elsewhere.
“The event proved very popular last year, with a local winner in Amy Dagger, of Tibberton, near Gloucester. I’m hoping she returns to defend her crown.”
Clash of the Titans is open to adults only and starts with mild and flavourful – but contestants know there is a kick coming.
Last year’s fiesta saw hundreds of people enjoying the heat as they selected some of the country’s best chilli based jams, chutneys and marinades.
Once again, visitors will be able to buy a wide range of chilli themed products, from chilli cheese and chocolate to live chilli plants and artwork.
As well as producers from all over the country, Gloucestershire Chilli Farm, from Newent, is taking part for the first time, and will have their popular Adam’s Original lines on sale.