Now folks, we're all for safety when it comes to Supersized Meals... Know your limits, know when to give up. I feel sorry for the guy though. Of all the things to die eating, couldn't it have been wild boar, or something equally as manly? But fairy cakes? Oh dear... All jokes aside, our thoughts go out to the family...
An inquest is to be held on a man who died during a contest to see who could eat the most fairy cakes. The man, thought to be from Birmingham, collapsed at a Swansea nightclub during the event at the end of a party to raise funds for an art exhibition.
Police say there are no suspicious circumstances following the incident at the city's Monkey Cafe and Bar early on Friday.
The coroner has been informed and the family have been told.
It is believed attempts were made by staff and customers at the nightclub to revive the man.
In a statement, club owners Amanda Davey and Paul Dyke said: "We are all devastated by this tragic accident.
"We are all in shock.
"It was a tragic accident and very sad and should serve as a cautionary tale.
"Our deepest sympathy goes out to his family."
A South Wales Police spokesman said: "There are no suspicious circumstances and a file is being prepared for the coroner."