Ritz Crackers have a distinctive round, scalloped shape — and the company recently offered an explanation for the design.
The snack brand posted a TikTok over the weekend that surprised Ritz fans everywhere.
The video, which has been viewed over 2 million times, starts with a Ritz Cracker, signature ridged round shape and all, being shown off for the camera.
"What people think the edges on Ritz crackers are for," reads the text on the video, suggesting descriptions like "so pretty" and "aesthetic."
The real reason, according to the brand, is to "cut": The video shows a hand rolling the cracker across a slice of Swiss cheese, pizza-cutter-style, perforating it so it can neatly be torn in half and used to make a simple Ritz sandwich.
Fans were shocked by the reveal — but many didn't quite believe it.
"Ritz you are making me question my entire existence," one person commented.
"Ritz, I'm no advertisement specialist, but this post hurt my feelings, and I'm sure it had the same impact on others," joked another. "It might be good to delete this."
Another TikTok user and snack connoisseur noted that whoever had made the video had still had to "pull the cheese apart" with their hands.
Ritz responded, "It loosened it tho."
The comments thread continued, with many debating if the cracker had actually made a difference, until one user pointed out that the cheese had been perforated instead of cut.
"Facts bestie," wrote the brand, leading to another round of praise from TikTok users.
Even as it defended the cracker's purpose, the company admitted in the comments that the explanation was "made up," and wasn't necessarily the original reason for the crackers' shape.
"But we're Ritz we're allowed to (decide this)," wrote the company.
Ritz's parent company, Nabisco, did not respond to a request for comment from TODAY about why exactly the crackers were designed the way they are.
But this isn't the only Ritz Cracker cheese hack that's been discovered: Recently, one TikToker went viral for a mesmerizing video of a person watching in awe as someone off-camera lines up the top of a spray cheese can with the crackers' middle hole, then sprays the cheese continuously, causing it to circle around and around until it covers the entire cracker. Talk about a cheese whiz.