The founder of a one-kilogram cream doughnut challenge says people should worry more about the sugar in soft drinks and juice than the calories in a doughnut.
Sunshine Coast hinterland bakery owner Jeff Sanders said the response to the new challenge had been overwhelming, with one photo attracting more than 1 million views online.
He said the bakery had stumbled across the challenge by accident.
"We were asked to make a large doughnut for a birthday cake. We tried to make one to see if it would work," Mr Sanders said.
"It hasn't been one week yet, and that one photo was viewed more than a million times."
Numerous customers have attempted the challenge, even travelling from hundreds of kilometres away.
Andrew Spletter flew from Moranbah near Mackay to have a crack after seeing it on social media — and succeeded.
"Towards the end it was getting a bit hard. A can of Coke sort of broke up some of the gas, and yeah I was right," he said.
Mr Spletter said it was not an easy challenge and he probably would not do it again.
Mr Sanders said the challenge was designed to be "a bit of a laugh", and while one participant finished it in 10 minutes, many people were not able to successfully complete it.
"You wouldn't want to eat doughnuts every day. Life is about a few simple pleasures," he said.
"It's a lot of food. It's more than a loaf of bread."
Mr Sanders said the sit-down challenge was not designed for children, and he was undecided whether he would allow an obese child to participate.
"I'm struggling to answer that," he said.
"I don't know whether I'd sell them a can of Coke, or soft drink or juice either. It's all full of sugar."
He said the 1kg doughnut's sugar content was less than a soft drink, and "fruit juice is even worse".
Alarming obesity stats
Cancer Council Queensland's Rebecca Perkins said taking control of the obesity crisis was a societal responsibility that included businesses.
"Businesses as an example need to consider their own choices and be leaders in this space to try to create healthier options," Ms Perkins said.
She said with 64 per cent of adults overweight or obese, the rate of obesity among children was also concerning.
"The alarming thing is that one in four children are currently overweight and obese.
"We have environments that are conducive to eating unhealthy food," she said.
"We really aren't creating the right environment around us that are conducive for people to eat healthy foods."
Ms Perkins said a high consumption of unhealthy food, coupled with reduced daily movement, was a "double whammy".
"People are not burning enough energy, but also we're consuming extra energy as well."
She said healthy options should also be at a comparable price point as non-healthy food, especially in rural and remote areas where obesity rates were higher than metropolitan areas.