I haven't actually bought this product. Because it's mis-advertised.
the bhut jolokia or ghost pepper is not the world's hottest chilli. It's not even top three. It may not even be top five (or if it is, it's fifth).
change that packet!
hotter chillis include: the dorset naga and the trinidad moruga scorpion (real world's hottest).
Riley - 24th November 2012
Firebox says: We don't actually make the product and DO state it was hottest in 2007 (which shows just how terrifyingly far we've come in 5 years of chilli research,) but that said, we'll pass your comments onto our copy team who might clear things up a bit.
Trinidad Scorpion Butch T chilli flakes, anyone?