Cinnamon challenge

[5] The challenge has been described online since 2001, and increased in popularity in 2007, peaking abruptly in January 2012 and falling off almost as sharply through the first half of that year, then tapering off almost to its previous level by 2014.

[6][non-primary source needed] By 2010, many people had posted videos of themselves attempting this challenge on YouTube and other social networking websites.

[9] The usual result of this stunt is "a coughing, gagging fit involving clouds of cinnamon" which "leaves some people gasping for air".

Preclinical studies in rats have shown that the cellulose fibers which comprise cinnamon are also responsible for triggering allergic hypersensitivity reactions.

[26][27] A large group attempt at the cinnamon challenge was held in 2012 at RMIT University in Australia and involved 64 participants in quick succession.

Kari Byron and Grant Imahara failed, while Tory Belleci completed it by tucking his spoonful into his cheek and letting saliva accumulate in his mouth until he could swallow.