Has The Rainbow Bagel Craze Gone Too Far?

Update: It looks like the below mesmerizing video is the only taste of rainbow bagels anyone is going to be getting for a little while. Thanks to its newfound rainbow-hued fame, Gothamist reports that Williamsburg Bagel is "closed for renovations indefinitely." The bakery plans to reopen in the coming days, but for now all the press that its neon bread garnered was just too much for the company. The shop's two locations have been consistently selling out of product and the team had to shut down and regroup to make sure they could keep up with demand.

This story was originally published on February 2, 2016.


In the age of #foodporn and entire social networks dedicated just to photographing meals, every part of your diet should be beautiful. That’s the principle behind the Rainbow Bagel, available only at The Bagel Store in the hipster haven of Williamsburg.

The bagels are beautiful, like something out of Lisa Frank’s hunger dreams, but insanely painstaking to make. INSIDER Food has a video breakdown which tells part of the story. The Daily Meal reports that 100 Rainbow Bagels take the same amount of time (five hours) as 1,000 regular bagels. That’s due to an intensive dyeing, layering, and twisting process that looks less Williamsburg and more Willy Wonka.

Scot Rossillo, Bagel Store owner, has been making the bagels for two decades, but they’ve only lately become a viral hit. According to multiple sources, the bagels taste more or less like cake. That’s a no-brainer once you realize cotton candy flavor and funfetti cream cheese play a big role in bringing the full Rainbow Bagel experience to fruition.

The bagels cost $3.95 and they look worth every penny. Think about it: The social media capital alone is incalculable. We're talking a virtual rainbow of hearts and likes.

Brooklynites are losing their minds over this spectacular rainbow bagel.

Posted by INSIDER food on Tuesday, February 2, 2016
Advertisement

More from Food & Drinks

In a city of never-ending menus and food trends, it can be hard to figure out the next best brunch spot, lunchtime haunt, or recipe to master. However, all...
Great drinks, a perfect soundtrack, the perfect lighting: all these things can make a party good. But what makes a get-together memorable? The food. Once ...
Twitter has gone wild after a teen posted a bread-based personality test. The teen, 18-year-old Floridian Kelly Blaus, posted a meme that matched bread ...
This no-bake confetti fudge takes minutes to put together and will satisfy any sweet tooth
'Tis the season for pumpkin spice and everything nice — am I right? We thought there was no better way to celebrate than with a doughnut
Coffee has seen us through a lot of tough times. Those all-nighters in college, work deadlines, and hangovers from hell — we couldn't have made it to the...
So, our days high-fiving after sinking a ping pong ball in a red Solo cup are long over, but we hope we’re never too mature for imbibing with friends and...
(Paid Content) Scrambled eggs for breakfast? Yawn. Standard-issue pancakes? Predictable. To effectively get us out of bed in the a.m., we prefer a morning ...
Leaving your pet in the care of someone else is always a nerve-wracking situation, but if you leave them with Chase Stout, rest assured they're in safe ...
Do NOT come between the internet and its love for fall-inspired pumpkin treats, or everyone will go nuts. Grub Street reports that after some ...
In addition to your typical candy staples, you may want to stock up on the newest flavor of Doritos this Halloween. During the month of October in Japan...
Big-batch punches are sophisticated, fun, and most importantly, easy for group gatherings (especially when spiked with your favorite alcohol). They're also...
If you've been waiting patiently for almond milk to arrive at your local Starbucks, the dairy alternative is finally here. Beginning tomorrow, September ...
Oh, Target. How do we love thee? Let us count the ways. Amazing designer collaborations, affordable and adorable home buys, deals and steals on great ...