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Watch How the World's Most Colorful Bagels Are Made

These bagels stand out in a crowd.

If you've ever eaten a bagel and thought, "This would be much better if it looked like the cover of The Electric Kool-Aid Acid Test," The Bagel Store in Brooklyn is the place to be. For two decades it's been turning out "rainbow bagels," which look like they were made out of Play-Doh instead of the real stuff. This video from Insider shows how the neon breakfast treats are made.

"It's an absolute labor of passion and art," owner Scot Rossillo says. "A tremendous amount of discipline is required to make the world's most beautiful bagel. And this is what we do down here."

Because something as outrageous as a rainbow bagel can't be topped with plain old cream cheese, The Bagel Store augments its schmear with Funfetti, giving it a distinctly sweet quality. How does it taste? A satisfied customer renders her verdict:

"That is like eating cake for breakfast, which, like, who doesn't want that?"