beginning in late 2017 a viral internet trend, called the "tide pod challenge" emerged on twitter and various other social media websites, in which participants intentionally ingest detergent pods. several children and teens have been injured, some severely, from this intentional consumption. the challenge (and subsequent meme) were popularized on twitter and several people have eaten tide pods on camera. one company began making edible replica "pods" and several internet personalities have posted about making edible "tide pods".