Detectives in the U.K. are investigating after a man choked to death while taking part in a competition with friends to see how many fairy cakes they could eat at once.

Adam Deeley, 34, collapsed at the Monkey Cafe in Swansea early Friday morning after downing several of the bite-sized finger cakes.

He was taken to hospital following the incident just after 2 a.m. but was pronounced dead a short time later.

Police, who say the death is not suspicious, are waiting for a post-mortem examination to determine the exact cause of death.

Deeley, from Birmingham but went to Swansea to study for a degree in graphic design, worked at the Monkey Café.

But he is believed to have died while on a night off.

On his MySpace page, Deeley wrote: "You could call me a "mature student" but that would be a lie!!! I enjoy socialising (a bit too much) and music off all sorts...."

Inspector Paul McCarthy, discussing the death, said: "The issue concerning cakes is something we are looking at as a contributory factor in his passing."

A spokesman for the Welsh Ambulance Service said: "We attended after receiving a report a man was choking at the Monkey Cafe."

The Swansea coroner has been informed of the death and an inquest is expected to open next week.