Blue Bell Creameries is responding after a viral video posted Saturday showed a customer licking a tub of Blue Bell ice cream at a store before placing it back inside the freezer.

Optimus Primal@BlindDensetsu

What kinda psychopathic behavior is this?!

The nine-second video on Twitter showed the woman licking a tub of Blue Bell’s Tin Roof flavored ice cream at a store before placing it back on a shelf. The video has since gone viral, attracting 10.4 million views and more than 26,000 retweets as of Monday morning.