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Voodoo Doughnut has suspended its eating challenge after a 42-year-old man choked to death Sunday in Denver while apparently participating in the contest.

Related Articles April 3, 2017 College student dies after choking in pancake-eating contest Travis Malouff was pronounced dead at a Voodoo Doughnut store after authorities were called to the scene just after 1:15 a.m.

The Denver Office of the Medical Examiner says he died of asphyxia, due to obstruction of the airway.

“Our hearts go out to the Malouff family during this very difficult time,” the restaurant said in a statement Tuesday. “We have suspended the eating challenge in all our locations. While this matter is under investigation, we believe it would be inappropriate to comment further.”

The Denver Police Department and Denver Health medical center declined to comment on the case. A manager at the store declined to comment on Monday evening.

The Denver TV station KUSA reported that witnesses say Malouff was doing the doughnut challenge before he died — trying to eat a half-pound doughnut in 80 seconds or less.

The doughnut in question is a glazed, 7 inches across, and is said to be equivalent to six regular doughnuts. Under the roles of the contest, eaters were allowed to drink liquids or dunk the doughnut but could not tear it apart ahead of time. The prize was a free meal and a button.

Voodoo Doughnut was founded in Portland, Oregon; it also has stores in Colorado, Texas and Taiwan.