They travelled more than 9,000km to defend their title but it was not to be for ITTE Q who were knocked out of the World Custard Pie Championship yesterday.

The Japanese team won the tournament at the first time of asking last year and decided to make the trip to Coxheath, near Maidstone, again to show it was no fluke.

But the five-man squad, who were accompanied by an enthusiastic band of supporters and camera crews, were knocked out by Three Men and a Pie in the semi final.

Three Men and a Pie then went down by 12 points in an exciting final to The Custardteers, led by Ashford developer Piers Kortlang.

The 36-year-old, who competed alongside girlfriend Zaneta Tomanoza and friends Ruth Appleby and Simon Pollitt, said: "It's great to win, we really did not expect it. It's the first time we've entered. Everyone made a great effort and the standard was really good."

Now in its 49th year, the tournament at Coxheath Village Hall, Stockett Lane, is still going strong, with 27 teams entering.

Fancy dress is a must and this year team names included Custody Battle, Discovering Uranus and Clash of The Pietans.

The competition, which lasted two hours, sees competitors given six points for a direct hit in the face, three for hitting the chest of an opponent and one for getting them anywhere else. Three misses in a row sees one point deducted.

This year there was also a children's competition for the first time, with eager participants throwing sponges at each other.

Ready Steady Sponge was seen as a huge success by organiser Mike Fitzgerald.

He said: "We are training the pie throwers of the future. They can go home to their parents in not quite as bad a state as the competitors in the main competitions.

"Everyone was hugely into it. One lad almost cried when he thought someone had taken his place in the queue."

He added: "The championship was a really impressive event this year. People really took it into their hearts. I'd like to thank everyone for their support and for making this a great day which has given Maidstone something to be proud of."