Here’s an addition to the already stellar lineup of events and activities at and around next week’s Comic-Con International in San Diego: legendary competitive eater Joey Chestnut, “fresh” off of his fourth consecutive victory at the annual Nathan’s Hot Dog Eating Contest, will attempt to break the world record for “Most Chocolate Bars Consumed in One Minute.” And some people think Comic-Con isn’t about comic books anymore.

To add a degree of gravitas to the proceedings, we’re told “Guinness World Records’ Editor-in-Chief will be on hand to officiate.” Now, I’m not quite sure what the current record for “Most Chocolate Bars Consumed in One Minute” is, and a search on the official Guinness site was no help, but rest assured that Chestnut will no doubt eat a lot of candy bars within those sixty seconds.

The tie, tenuous as it might be, to a Comic-Con related activity is that it’s a promotional stunt for upcoming PS3/Xbox 360 video game Red Faction: Armageddon, which takes place on Mars — and, yeah, Chestnut’s gonna be eating Mars bars, which apparently were just reissued in America for the first time in eight years. (Thanks, Wikipedia!) It goes down Thursday, July 22 at 1:30 p.m. at the nearby Tin Fish Restaurant. (It’s not an official Comic-Con event, just meant to tie-in to the frenzy).

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