An Australian woman apparently choked to death during a cake-eating competition, according to reports.

The unidentified 60-year-old was one of dozens of people speed-eating in front of cheering crowds at a packed hotel in Queensland celebrating Australia Day on Sunday, according to 9News which aired video of the event.

The woman appeared to suddenly have a seizure and start choking on a lamington, a traditional Australian  sponge cake covered in chocolate and desiccated coconut, the station said.

The hotel’s manager and security raced over to help, giving CPR, but she was later pronounced dead after being taken to Hervey Bay Hospital, the station said.

The Beach House Hotel offered its “deepest condolences” over the “tragic event” at the competition there.

“The hotel staff have been offered professional support while our thoughts firmly remain with the family at this challenging time,” the hotel said on Facebook.