A bizarre social media trend swept the world over the weekend: throwing slices of American cheese at babies’ faces and posting their reactions.

The prank, which is accompanied by the hashtag #cheesed, was started by @unclehxlmes on Twitter where he “cheesed” a baby in a since-deleted Tweet.

In the case of the babies — some smile through the cheddar, some try to eat it, and others look visibly confused. Certain #cheesed videos of have garnered hundreds of thousands of views on Twitter and Instagram.