Some people will do anything to get cheese, no matter the cost.
Contestants at the annual Gloucestershire cheese rolling festival risked injuries as they raced down a steep hill to capture cheese on Sunday. The winner of the women's race, Flo Early, announced her retirement from cheese-chasing after spraining her ankle.
Watch as they tumble for glory and for cheese.
The official competition was canceled in 2010 because of threats made by spectators. But a rogue version survived.
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Nowadays, contestants don't even chase after real blocks of cheese. Rather, they're fighting to capture a lightweight foam cheese. The winner is eventually afforded a real cheese for their hard work. Read more...More about Contests, Viral Videos, Cheese, Culture, and Web Culture