From ketchup to quicksand, non-Newtonian fluids have long fascinated and puzzled scientists. Unlike ordinary fluids, their flow properties change depending on how much force is applied, but the precise mechanics governing this behavior remain poorly understood—particularly under rapid deformation. Now, a team led by Xiang Cheng at the University of Minnesota has used droplet impacts to probe these dynamics in new detail, uncovering behaviors which have eluded physicists so far. Their findings appear in Physical Review Letters.