Max Stanford consumed one kilogram of Frosties in only six minutes while downing four pints of milk and 36 bowls of the cereal to win the title in the British Eating League.
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The 36-bowl portion competition saw the man easily defeat his rivals, with blogger Food and the Beast finishing in second place after eating for more than twice as long (12 minutes 56 seconds) as Max.
The third place went to Wayne Eats World who managed the challenge in 16 minutes, 28 seconds.
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Who is Max Stanford?
The Frosties-eating champ from Brixton, South London not only holds the reigning title for the BEL, but is also a charity worker.
The 3,529-calorie chunk was downed in only six minutes and eight seconds by the 35-year-old, who is well-known for his Max vs. Food YouTube videos.
If the calories didn’t put him off, the whole portion contained at least 370g of sugar.
Upon winning, he said “I was really happy with the time because I didn’t think I would be able to do it that fast.”
‘It was the first competition of the season so that’s always fun to win.
‘I quite like cereal, because I ate it so fast it didn’t get too soggy.
‘Everyone else took a bit longer and the longer it takes the soggier it gets – and everyone hates soggy cereal.
‘I picked up a good rhythm, I think that was the key.’
Prior to the event, Max commented ‘I’m very excited for the first one [competition] of the league.
‘I like cereal, I just don’t know if I like Frosties as much as having a kilo’s-worth, but we will see.’
Founder of British Eating League Craig Harker said: ‘Max absolutely smashed it.
‘Max is officially the number one eater in the UK. He’s been off for over a month so to come back with that sort of time is unbelievable, it was half the time of second place.
‘Max is very dedicated to competitive eating – he’s at the gym every day and the more you train and the better you become at it, like any sport.