The latest food craze in New York are chewy bagels that come in a swirl of psychedelic colours.
The photogenic rainbow bagels are achieving social media stardom after jamming Instagram feeds in the US city.
Some of these rainbow bagels even come with a "Funfetti" filling comprising cake, rainbow sprinkles and cotton candy.
They are the creation of Mr Scot Rossillo, owner of The Bagel Store. He has been making bagels for more than 18 years.
He has been making the rainbow bagels for years. But the queues and articles about them have surged in recent months, probably because of the Instagram-friendly nature of his pastel-coloured creations compared to the usual drab beige of traditional bagels.
The references to play doh, unicorns, dreams and magic have been falling like rainbow sprinkles since.
He makes 100 rainbow bagels every five hours, but can make 5,000 ordinary ones in the same amount of time, Mr Rossillo told Business Insider.
Some customers compare the taste to cereal, and there is a bi-coloured cotton candy bagel that tastes like cotton candy.
The funfetti bagel sandwich "tastes like a mashup of your favorite childhood birthday cake, your go-to childhood breakfast cereal and delicate and fluffy cotton candy", said a review by Today, a US news site.