Mr Kelly said his temporary home was very smelly

Magician Blaine endured a 62-hour stint sealed in ice in New York's Times Square, while Noah Kelly hopes to spend 48 hours surrounded by 20 kg blocks of mature Cheddar cheese.

Kelly, 32, went in to the construction at 1200 GMT on Thursday and expects to last until the same time on Saturday, without food or drink in the cramped confines of the cheese construction.

The Weston-super-Mare man, said he had not been impressed by Blaine's stunt, which he claimed was "easy".

World record

As a spoof version of what Blaine attempted, Kelly decided to entomb himself in cheese in a shopping centre.

Two hours into the challenge, Kelly said from inside the block at the Sovereign Shopping Centre in Weston: "It's very smelly but okay.

"At the moment things are good and it's really not too bad. But 48 hours is a long time."

Kelly, who once held the world record for building the highest card tower, is being given oxygen through a vented roof and can be contacted inside on his mobile phone.

As part of his training, he ate a block of cheese a day to acclimatise his body to the smell, texture and taste of cheese.