One teenager admitted to CBS that he ate a detergent pod, and dozens videos on YouTube appear to show people taking on the challenge on camera. What started as an innocent meme is now a risky challenge - the Tide Pod Challenge - like that of the cinnamon challenge.
It's hard to look upon 2018 as a clean slate full of possibility and the potential for positive change when the first trend to go viral involves consuming... laundry detergent.
If you thought that the "Ice bucket challenge", "Mannequin challenge" and the "Invisible Box challenge" were way out off rails, take a moment to discover the brand-new craze that has inundated social media. They have the fat, juicy appearance of fresh berries and they seem like they would pop with fruit flavour in your mouth, but they are very bad for you and you should not consume them, despite how much your primitive brain tries to convince you that you should. Enjoy a meme about it here or there, but don't ingest laundry detergent.
Procter & Gamble, the maker of Tide products, says that the pods "should not be played with. even if meant as a joke" and that safety is "no laughing matter". The so-called "challenge" of eating the pods started in 2016, but the ridiculous trend has recently experienced a resurgence thanks to a series of memes depicting the pods as "forbidden fruit".
"A lot of people were just saying how stupid I was or how-why would I be willing to do that", Pagan said.