A bizarre new online 'challenge' has seen parents and siblings throw slices of cheese at babies.
The strange trend is going wild on Twitter, where mums and dads are uploading videos of themselves flinging cheese at unsuspecting toddlers.
It began after one Twitter user, named @Unclehxlmes, shared footage of himself throwing the cheese at his younger brother.
'Just cheesed my lil brother,' he wrote.
The clip quickly attracted millions of views, before thousands of copy-cat videos emerged on social media.
Most children in the videos appear mildly shocked after receiving a face full of cheese.
The trend has even been noticed by celebrities, with model and activist Chrissy Teigen sharing her thoughts.
'I love a prank as much as anybody but I cannot get myself to throw cheese at my adorable, unsuspecting baby who has all the hope and trust in the world in me,' she wrote.