VooDoo Doughnuts may be in the midst of a controversy now, following a death over the weekend that resulted from a popular eating challenge at the late-night bakery. 

How sad, really. Eating contests seem like they should be all fun, right? Over the weekend, one took a tragic turn.

Early Sunday morning, a 42-year-old man choked to death while partaking in the 'Tex-Ass Challenge,' where participants attempt to consume a large doughnut in under 80 seconds in exchange for a free meal, reports Seattle Pi.

Are these eating contests the new cinnamon challenge? Or is this a one-time sad, freak accident?

One Google search proves that VooDoo's Tex-Ass Challenge is pretty well known. See the challenge attempted by a YouTuber here:

According to The Denver Channel, no one was able to perform the Heimlich maneuver successfully, and the man was already deceased when paramedics arrived. VooDoo has suspended the eating challenge. Read more on the story here.