It's an innovative and effortless way to top pasta and pizzas with Parmesan shavings: sharpening pieces of cheese like pencils.
German ad agency Kolle Rebbe helped The Deli Garage, a label that supports small food manufacturers, package three flavors of cheeses - truffles, pesto and chilli - like oversized pencils.
The Parmesan pencils come with a sharpener, while the packaging comes with calorie counts.
According to popular food blog, thekitchn.com, the first limited edition run of 500 sold out in two weeks.
Amazon.com also sells a cheese shaver specifically for Parmesan cheese, the Typhoon Parmesan Shaver, and rotary stainless steel graters that are also mess-free.