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Gwyneth Paltrow is back making headlines. But this time, instead of a questionably scented candle<\/a> or overpriced piece of home decor, it’s a surprising superfood that’s flooding social media.<\/p>\n The actress and founder of lifestyule brandGoop founder recently appeared on Good Morning America to promote her “delivery-first” restaurant concept Goop Kitchen. In a cooking segment with Savannah Guthrie and Carson Daly, Paltrow shared she likes using arugula as a replacement for dairy in recipes\u2014specifically as a textural substitute for cheese in the meatballs she was making. <\/p>\n “It sounds weird,” Paltrow said, “but it kind of adds a nice texture to it, and it’s delicious.\u201d<\/p>\n Like many other Paltrow moments, the unorthodox substitution quickly went viral as a hack that nobody needed.<\/p>\n “In no universe is arugula a substitute for cheese,” a user said on Reddit<\/a>. “That\u2019s bonkers.”<\/p>\n A week later, rather than getting lost in the ether, Paltrow’s replacement has found its footing as a meme, with arugula becoming a symbol for a generation anxious about being expendable.<\/p>\n “We were all so worried about being replaced with AI we didn\u2019t even see arugula coming,” a user said on Threads<\/a>.<\/p>\n Another user added<\/a>, “for the record I would much rather be replaced by arugula than ai.”<\/p>\n For others, the meme has presented a new way to present old jokes.<\/p>\n “Have we considered replacing this administration with arugula,” a user said on Threads<\/a>. Another user had a similar thought saying<\/a> “has anyone tried replacing men with arugula?”<\/p>\n As with many memes that go mainstream, brands have now begun vying for cultural clout with arugula posts of their own. <\/p>\n Some brands, like grocery store Aldi simply responded to the discourse by taking a stand. “Arugula does NOT taste like cheese,” their Threads account posted.<\/p>\n But most opted to try to be in on the joke, regardless of whether it made sense or not\u2014like in the world of travel. <\/a><\/p>\n “At this time we are not accepting arugula as a substitute for your REAL ID (sorry),” the TSA Threads account posted<\/a>. <\/p>\n Not to be left out, United Airlines also chimed in saying<\/a>, “arugula is not a substitute for a boarding pass.”<\/p>\n