Instead of telling babies to say “cheese” for the camera, people on Twitter are now literally throwing slices of cheddar at them.

The quirky Twitter trend, which has been called the “cheesed challenge,” was started by user @unclehxlmes on Thursday.

He 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.