A 42-year old man has died in a doughnut-eating contest.

He died chocking on a half-pound glazed doughnut.

Travis Malouff, 42, was pronounced dead after trying to consume the doughnut – six times the usual size – in 80 seconds.

He died at the Tex-Ass Doughnut Challenge in Denver, Colorado.

Witness Julia Edelstein on Tuesday described the doughnut as the ‘size of a small cake.’

Winners get the doughnut for free and a button saying they won the challenge.