The challenge involves trying to swallow a tablespoon of cinnamon powder in under 60 seconds without drinking any liquid.

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During breaks, Medeiros' mother, Beaters Diacopulos Rondon, combines powder from caffeine-rich guarana seeds with bottled water in a silver drinking cup.

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During breaks, Medeiros' mother, Beatriz Diacopulos Rondon, combines powder from caffeine-rich guarana seeds with bottled water in a silver drinking cup.

FORBES: Painful pleasure