Packaged food company ConAgra Foods has launched Spicy Side, a virtual world promoting its Slim Jim beef jerky snack food. Users can upload photos of themselves and create aggressive, mischievous avatars.

Slim Jim fans can challenge others in "real-time rumbles" and vandalize the digital Spicy Town, breaking mailboxes and spray painting walls. They can also collect hidden hidden Slim Jim snacks to unlock fighting moves and harass the virtual world's residents.

Spicy Side has uploaded a video highlighting the site's features which you can view at this link.