If you found the British election result hard to stomach, spare a thought for a politics professor who ate a copy of his own book on live TV after losing a public bet on Labour's support.

Like many pundits, Kent University's Matthew Goodwin doubted Jeremy Corbyn's party would poll anywhere near a win.

Certain the left-wing party faced a walloping, he promised to eat a copy of his own book - Brexit - if Labour received more than 38 per cent support.

SKY NEWS Kent University Professor Matthew Goodwin tore pages out of his book, Brexit, and ate them on live TV.

Though Labour fell short of the numbers to form a government - and the incumbent Conservatives swiftly rustled up a support deal with Northern Ireland's Democratic Unionist Party - they still managed to garner 40.3 per cent of the vote, exceeding Goodwin's expectations and leaving him facing a literary culinary challenge.

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Needless to say, Goodwin wasn't feeling thrilled the day after the election, as he faced mounting pressure to tuck into his book.

3 hours sleep in 36 hours & Corbynistas screaming at me to eat my book. This day is bleak. Still, Westminster looking lovely this eve pic.twitter.com/FnlklnF9eD — Matthew Goodwin (@GoodwinMJ) June 9, 2017

He made good on his promise on Saturday (Sunday morning NZ time), tearing pages out of his book and eating them on live TV.

This man just ate (some of) his book live on Sky News after making an incorrect #GE2017 prediction @GoodwinMJ pic.twitter.com/13IaFLaJvx — Sky News (@SkyNews) June 10, 2017

Asked if the book's consistency was "strong and stable, or a bit weak and wobbly", Goodwin didn't immediately respond - because he had his mouth full.

He soon quipped: "It's actually a hardback, there were lots of chemicals", adding "I've got to get through the whole thing", as he shovelled more pages in his mouth.

Viewers commended Goodwin on keeping his pledge, and some even said they'd now go buy a copy - to read, not to eat.

. @SkyNews @GoodwinMJ I wish many politicians would be as true to their word. Or you could say they should take a leaf out of his book 😹😹😹 — Evie the Cat (@HMCabinetCat) June 10, 2017

at least he made good on his promise personally I would have dipped it in ketchup — paul (@paulhol23794288) June 10, 2017