The artist chooses his peas carefully

The performance was staged in the Bonington Gallery in Nottingham as part of eXpo, a national live art showcase for emerging artists.

"It was fantastic. The gallery was full and it went down like a storm," Mr Hand said after his record-setting evening.

Most of the spectators were enjoying a buffet offered for the opening of the festival as Mr Hand was gulping peas and grapes.

Mr Hand said: " I believe that world records occupy an unusual place within popular culture which offers everyone the opportunity to be special at something, anything.

"If you place these activities in a gallery then people are forced to look at them in a different light, as does the durational nature of the performance."

Kirstie McKenzie, the festival producer, said: "The festival is all about live art, people working with a live moment.

Wide appeal

"Mat's work is capturing the essence of what eXpo is all about.

"It has a wide appeal, even people not traditionally interested in this type of art can engage with a record attempt."

Millions of television viewers watched Big Brother contestant Bubble, attempt to break the world record for the most number of sweet corn kernels eaten in three minutes.

He failed but he did set a new UK record.

Mr Hand had two official witnesses, a timekeeper and a paramedic on hand for his art-performance efforts.