This paper examines the emotional effects of consuming frightening foods or drinks. We argue that in addition to maintaining energy homeostasis and attaining pleasure, a third possible benefit of eating is the enhancement of perceived mastery over that which is eaten. Hence, the intake of frightening foods or drinks should increase a consumer's self‐confidence in dealing with fear. The findings of our three experimental studies confirm our counterintuitive predictions, namely that consuming frightening (vs. nonfrightening) foods or drinks leads to a significant reduction of fears arising from prior experiences of frightening activities and a significant increase in tolerance of prospective frightening activities. In addition, self‐confidence in dealing with fear is shown to significantly mediate the predicted effects of consuming frightening foods or drinks.