One of America’s biggest, and colourful, lunchtime trends which has taken social media by storm is about to hit the shelves of Selfridges Birmingham.

The Rainbow Bagel, created in Brooklyn, New York, became so popular the story spread across the globe with thousands of hungry shoppers wanting to get their hands on the colourful product.

Now Selfridges will be selling the colourful treat, baked by Yummies Deli, who carefully plait the dough to create the mesmerising rainbow effect. The bagel is made of six separate slices of dyed dough layered on top of each other and mixed together to achieve the colourful effect.

The Rainbow Bagels have the same calories, ingredients and taste as a regular plain bagel.

Selfridges is the first major retailer to stock the bagel and they will be available at £4.99 for five in the city’s Foodhall.

Adam Hockney, general manager of Selfridges Birmingham, said “The Rainbow Bagel has taken social media by storm so we know they will go down a treat here in Birmingham. It’s been the  most talked about food of 2016 so far and we are thrilled to be able to have them here. They almost look too good to eat!”

The Rainbow Bagels will be available in the Selfridges Foodhall from Tuesday, 22nd March.

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PR by Clive Reeves PR Birmingham