Workers at a Chinese company have been forced to gobble down live earthworms as punishment after failing to achieve their sales goals, according to reports.

Social media footage uploaded by a self-proclaimed employee shows a staff member holding the wiggling bug in her palms as another worker wolfed it down with water while covering her mouth in disgust.

The whistle-blower told reporters that other punishments included eating live pond loaches or cleaning the office toilets.

A manager said that the bizarre punishment was part of the company’s new disciplinary policies which had been agreed by all staff members.

Local officials told the press that they are investigating the incident.

The video reportedly was filmed last Monday at an interior design company in Bijie, Guizhou province of south-western China.

Members of the company’s sales team are captured on camera standing in a line at a staff meeting as they receive the cruel penalty.