It may not be to everyone's taste but a county town is set to hold its first event for lovers of hot chillies.

Up to 15 chilli producers will have stalls in Cambray Place, Cheltenham from 10am to 5.30pm on Saturday June 3rd in an event jointly organised by Cheltenham Business Improvement District (BID) and Chilli Fest UK.

As well as a huge range of chillies, there will be chilli sauces, chilli cheeses, chilli olives, a chilli BBQ and even a chilli artist.

The hottest chilli eating contest will be open to adults only and will take place at 2pm.

Organiser Alex Mustang, of Chilli Fest UK, has been running similar events all over the UK for more than seven years and says he is delighted to be coming to Cheltenham for the first time.

"We have many chilli fans, from the curious to the extreme enthusiast who follow us all over the country," he said. "I am positive that the people of Cheltenham will come out in force to support this event and take part in this debut chilli fiesta."

BID Director Kevan Blackadder said that the BID was keen to bring new events to different parts of the town.

"Markets are normally held on The Promenade or Long Gardens and the Festivals focus on Montpellier Gardens and Imperial Square," he said.

"We want to start using areas like Cambray Place for more events both because it's a good location and because it will help bring extra custom not only to businesses in Cambray Place itself but also to that end of High Street.

"I'm sure the pubs and cafes on Cambray Place and High Street will be doing a roaring trade in cool drinks after the chilli eating competition."

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