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NEW YORK STATE FAIR -- A world champion competitive eater will be hitting the State Fair this year. Takeru Kobayashi is planning to set the new world record for the most hot dogs eaten in ten minutes.

The State Fair competition will be sponsored by Central New York's Hoffman Sausage Company, who also recruited Kobayashi last month as a business partner and brand ambassador.

The company CEO believes Kobayashi will help turn the Hofmann hot dog into a national and international brand.

Kobayashi holds the current world record, with 69 hot dogs, including buns, downed in just 10 minutes in July 2011.

He will compete at the fairground's Chevy Court, Sunday, August 26.