Cheese Challenge: People are throwing cheese at their babies and it's ridiculous

This may be the dumbest social media challenge yet.

Ridiculous internet challenges are a regular feature of social media.

But the latest one called the 'Cheese Challenge' may be the silliest yet. Twitter user @unclehxlmes is responsible for what has to be close to the most pointless online craze so far.

In his video – uploaded at the end of last week – he approaches a small child sitting innocently in his high chair.

The lad seems to know that something bad is going to happen, as he already has a worried look on his face.

He then proceeds to throw a slice of cheese at his face.

And it's been copied, a lot.

A lot of the victims seem genuinely upset (Pic: Holmes / Twitter)

The original video has close to 9 million views, with dozens more social media users joining in with the ridiculous craze.

Each one of these videos is picking up thousands of retweets and likes, encouraging more Facebook and Twitter users to join in:

#cheesechallenge poor skylar:/ pic.twitter.com/F13SMQSvdP

— vicki biscamp (@VBiscamp) March 2, 2019

So the cheese challenge was definitely a fail for Maxon. He is 100% all his dad ? #cheesechallenge pic.twitter.com/8L7TMWT5BZ

— Kat Chapa (@KatChapa) March 3, 2019

Here is one of my baby really not enjoying this new cheese challenge thing. I regret ever deciding to be a part of it. pic.twitter.com/ZDGSOAIv0Q

— Austin R Wallace (@OneRowdyGent) March 3, 2019

#cheesechallenge thanks for participating kendall pic.twitter.com/RdtOfQWsnJ

— kailey reau (@kailey_reau) March 2, 2019

Out of hand.

However @unclehxlmes seems to regret how viral the video went, and deleted the post, along with a message describing how it'd gotten out of hand.

if any of yous wanted to know the final stats for the tweet, here it is pic.twitter.com/3yZ9xstr4d

— yungholmes VE (@unclehxlmes) March 2, 2019