An Aussie dad is the latest to take part in the controversial placenta-eating trend.
Natural bodybuilder Aaron Curtis decided he wanted to "make some gains" by tucking into his newborn daughter's placenta. He filmed it and posted it to YouTube, where he added the caption, "With the birth of my first child, I thought I would consume the organ that provided her with life during the pregnancy, in the hope of making some gains."
The video shows the new dad grilling the essential organ before taking a bite of it.
"After waiting more than a week with this placenta in the fridge, I thought I better cook it and wash off some of the slime before I eat it, to minimise the chance of dying," he said.
After a long period of chewing, he offered his verdict on the cooked protein: "Tastes like liver, I think. It's not too dry in the middle."
As he finished his dish off, a friend off-camera asked Mr Curtis if he would be frying up anymore of the leftover placenta.
But before he could reply, Mr Curtis's partner was quick to jump in, saying: "No, I'm putting my foot down."
The first -time dad also posted the video to his Facebook page, where friends and strangers have commented on the meal.
"I thought this was all a joke. Now I'm about to vomit and never want to speak to [him] again," a user wrote on Facebook.
Of course, this isn't the first time we have heard about people eating placentas.
In January a couple shared images of them eating placenta pizza, accompanied by placenta cocktails.
Tom Maddock, the new dad who came up weith the placenta pizza, said at the time that "anybody that eats meat should definitely give it a try".
"It's no different to eating something like black pudding ... At least you know where it's come from, and you don't get more organic than your wife's placenta," he said.
Apart from ingesting it as food, placenta is sometimes encapsulated and taken in tablet form by the new mum.
Proponents claim that it helps shrink the uterus, can help milk production, and can decrease the risk of postnatal depression, but last year researchers spoke out against the act.
A study at Northwestern University in Illinois found that none of the claims stood up to scrutiny, even suggest eating afterbirth could be dangerous because one of the placenta's roles is to absorb toxins to protect the growing baby.