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Outrage Over Girl's Disgusting Viral Ice Cream Video

Authorities in Texas are investigating after footage emerged on social media of a woman licking a tub of ice cream and putting it back in the supermarket freezer.

Ice cream brand Blue Bell said it was working with law enforcement, retail partners and social media platforms to investigate the incident after footage of the act went viral.

"This type of incident will not be tolerated," it said in a statement.

"Food safety is a top priority, and we work hard to provide a safe product and maintain the highest level of confidence from our consumers."

The video, which has been viewed more than ten million times on Twitter, shows a laughing woman open a tub of Blue Bell 'Tin Roof' ice cream (a vanilla with chocolate fudge swirl and chocolate-dipped peanuts), lick the ice cream, then put the lid back on before putting it back in the freezer.

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Video of the incident was widely shared on Twitter.

"Lick it, lick it," encourages the person, unseen, filming the video. "Oh, you foul."

People on Twitter were disgusted and outraged by the incident.

"This s**t is why we practically need a chainsaw to get through some food product packaging," one person said.

"Not funny. Not amused," said another.

Unlike other brands in the United States, Blue Bell does not have a plastic seal around its packaging. The company assured customers they would not accidentally purchase a tampered product.

"During production, our half gallons are flipped upside down and sent to a hardening room where the ice cream freezes to lid creating a natural seal," it said.

"The lids are frozen tightly to the carton. Any attempt at opening the product should be noticeable."

It said it would continue to monitor the situation.