The winner of a pancake eating contest in Russia died after chocking on a pancake.

Witnesses said that Boris Isayev, 48, fell down on his knees suffocating with foam on his mouth as he received his first prize trophy in Russia’s westernmost region of Kaliningrad.

People took life-saving efforts but the man did not come to his senses.

The exact cause of death is not clear but doctors believe he choked after a piece of pancake got lodged in his throat.

The competition was held within the scope of Russia’s Maslenitsa, or Butter Week, which all Russians celebrate during the last days of February to see winter off.