Australian man dies after eating chilli pie in pub pie eating contest

Bruce Holland died during a contest which took place in a local pub in north Queensland on Wednesday

According to the Brisbane Times, Mr Holland, from Beach Holm, is thought to have choked, though police have yet to confirm the cause of death. (PA)

An Australian man has died during a pie eating contest in a pub just moments after reportedly exclaiming: “Jeez, this chilli pie is hot.”

Bruce Holland, 64, a rugby league fan, died during the contest which took place in a local pub in north Queensland on Wednesday evening.

Mr Holland was watching the State of Origin rugby league final when he collapsed and died during the half-time festivities.

According to the Brisbane Times, Mr Holland, from Beach Holm, is thought to have choked, though police have yet to confirm the cause of death.

Two nurses on the scene attempted to resuscitate Mr Holland but he died later that evening at Townsville hospital.

According to the Townsville Bulletin a friend of Mr Holland, Michelle Bradley, said his last words were "jeez, this chilli pie is hot".

Arthur McMahon, from Lillywhite Hotel Group which owns the Bushland Beach Tavern, where Mr Holland died, said the meat in the chilli pie: “was not overly hot”.

“It was a very sad day today, as he was a very well-respected person down there,” Mr McMahon said.