The quirky trend, which has been called the “cheesed challenge,” sees parents and older children throwing slices of cheese at babies' faces.
It was started by user @unclehxlmes who uploaded a video of himself approaching his toddler brother while holding an ominous slice of cheese.
In a scene that could be described as a low-budget Hitchcock film, the seemingly terrified baby braces himself as his older brother flings the dairy product on his face.
“Just cheesed my lil brother,” @unclehxlmes wrote.
The video has shot to stardom online, garnering more than 8.3 million views.
And it's left Twitter baffled.
One user said: “Kid’s gonna grow up with a cheese phobia."
“I shouldn’t laugh as much as I just did, he even knew something bad was about to happen,” another wrote.
And the clip has inspired other followers to start throwing cheese at their babies, and viewers critiqued the poster’s dairy-flinging abilities and the tot’s reactions.
Some children cried or laughed, but most just seemed shocked.
A version of this story originally appeared on New York Post
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