is a British game show produced by LWT with Golden Square Pictures and broadcast on ITV between 16 May 1998 and 5 May 2001.
It was hosted by Davina McCall with co-hosts including Darren Day and Tristan Bancks (both only in the first series), Kate Thornton and Paul Hendy.
If he did not get the requisite number of shoppers to do it then he had to do the challenge himself in the studio the next week A member of the audience is invited onto the floor as Paul Hendy asks them about their fear of (e.g. Snakes).
Davina then turned up unannounced and asked them to pick one of three envelopes, each with a different challenge inside given by a cryptic clue.
The person could back out if they wanted which from the second series onwards, meant that the host herself was allowed to try the challenge.