A very random, new Internet craze is baffling the world.

The 'Cheese challenge' sees parents throwing a slice of 'plastic' cheese at their children's faces.

So, instead of asking their child to say cheese for the camera, people are just throwing cheese at their unsuspecting child.

The videos show the children bracing as it's thrown towards them and quite frankly looking very unimpressed, as we all would be.

It all started last week when @unclehxlmes on Twitter posted the video captioned 'Just cheesed my lil brother' the video garnered over 10 million views and has since started a trend.

So what is it all about? See some of the videos below.

What do you think of this? Let us know in the comments below or on Facebook.