A PAIR of outfitters have become overnight internet stars for a bizarre trick involving chocolate and measuring tape.

More than a million people have watched a shop assistant at Moss Bros roll a Malteser down 16 feet of tape into a co-worker's mouth.

The antics at were caught on camera and posted to the hugely popular LAD Bible Facebook page on Monday night, gathering 500,000 views in just three hours.

The view count hit one million on Tuesday and was soaring by thousands every minute.

"It's just insane, unreal." said Julian Morley-Orchard, who rolled the chocolate into the mouth of assistant manager Roger Long, 50.

"We did it after work, when the doors were shut. It took three or four attempts and on the fourth we managed it.

"It's hilarious because it was Roger, and Roger doesn't know what the Internet is."

"I texted him last night," said co-worker David Darby. "I said it's got 400,000 hits and he just said 'is that good?'"

He added: "Just a standard day at Winchester Moss."

Channel 4's TFI Friday inspired the video and brought the so-called Malteser challenge to national attention.

The revived '90s chat show show, hosted by Chris Evans, invited viewers to try the chocolate trick at home.

Many have posted their efforts on social media but few have garnered attention like the Moss workers.

"There are a few people saying 'we've done one better and we've done one before'," added Mr Morley-Orchard, 23. "But I've not seen one, or one that's that big."

The outfitters have yet to plot their next challenge but were entertained by the idea of a massive Malteser roll in Winchester city centre.

Share article "Let's get a huge one going down the High Street, with Roger at the end!" Mr Morley-Orchard said.

The earliest known example of 'Malteser rolling' was posted on YouTube in 2009, when one man swallowed five of the chocolates from a 25-foot stretch of tape.