Shildon Stores viral 'Fizzy Chug Challenge' on social media

Shildon Stores, which is based on Redworth Road in the County Durham town, has caught the attention of social media users over the last few months after setting up the 'Fizzy Chug Challenge'.

The challenge, which isn't for the faint-hearted, sees people take on a two-litre bottle of a fizzy drink of their choosing which they have to consume in one minute. 

If people succeed in the challenge, they receive £50 - but if they don't, they seemingly face getting humiliated in the comment section on social media. 

So far, the shop's owner, Vickram Singh, has been posting various attempts of the 'Fizzy Chug Challenge', with varying levels of success. 

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If you're sitting there thinking it looks easy - only a handful of people have completed the challenge so far and been handed £50 by Shildon Stores. 

While joining the  'Fizzy Chug Challenge', which has also been adopted by other stores across the UK, the idea of it has divided people on social media, with people branding it "genius" and "a great way to get people in the shop," others aren't so complimentary and have called the challenge "silly" and "a waste".

On the most recent 'Fizzy Chug Challenge', which saw someone complete the game in 54 seconds on Sunday (July 21), people in the comment section were calling the idea a "marketing masterplan," while others dismissed it as "dangerous," and other even talked up their chances by calling it "really easy."