Simon Cowell had to eat bull's testicles as part of his introduction to his new female judges for the US X Factor.
The odd initiation rite came while he was being introduced to Kelly Rowland and Paulina Rubio, who joined him and Demi Lovato in the panel of judges for the third series of 'X Factor,' which starts in September, the Mirror reported.
The 53-year-old media mogul said that he was made to eat bull's balls and then Rubio ate them.
However, Rubio said that she didn't swallow them, asserting that Cowell had her to swallow them but she didn't.