The 'Heart Attack Grill' spokesman died Tuesday possibly from contracting pneumonia after a bout with the flu.
Blair River, who was 29, gained some fame as the spokesman for the Phoenix-area restaurant 'Heart Attack Grill.' River, who weighed 575 pounds, touted the restaurant's unhealthy, high-calorie menu.
The menu consisted of huge hamburgers, milkshakes and fries cooked in lard. Restaurant founder Jon Basso said that River was more than the larger-than-life caricature he portrayed to the world.
"Cynical people might think this (River's death) is funny," Basso told the Arizona Republic. "But people who knew him are crying their eyes out. There is a lot of mourning going on around here. You couldn't have found a better person."