What exactly does the Rainbow Bagel taste like?

FOODIES are losing their minds over the psychedelic Rainbow Bagel, the latest sweet sensation to flood social media. But what do they actually taste like?

PEOPLE in America are losing their minds over the psychedelic rainbow bagel, the latest sweet sensation to flood social media.

While it’s undoubtedly the world’s most beautiful carb, we’re guessing most foodies who flock to sample the multicoloured baked goods don’t actually have a clue what they’re eating — nor do they seem to care.

News.com.au headed to the Bagel Store in Williamsburg, Brooklyn, responsible for pioneering the picture-perfect treat, to find out what all the fuss is about. (Yep, tough gig)

Stepping inside the studio where the magic happens, owner and head baker Scot Rossillo is hard at work developing a new creation — the Buttery Popcorn Bagel. He explains that his longheld passion only begins with the Rainbow Bagel, which he has been adapting and perfecting for nearly 20 years.

“I’ve done many, many colours and variations,” Rossillo says. “This just started as personal therapy — the colours, the flour, the water — I’ve always been great at that. This is my canvas, I produce my art with flour and water.”

A tray of beauties ready for baking.

On any given day there’s a line of eager customers wrapped around the busy street corner on Bedford Avenue, all busting to sample the iconic bagels which sell out every single day, (around 800 per day on average), sometimes in under two hours.

They received so much exposure in recent months, thanks to social media and word-of-mouth, that the store temporarily closed its doors, unable to keep up with the unprecedented daily demand. Not for long though.

Those without a sweet tooth are in luck, Rossillo says you’re not part of the club until you’ve sampled the bacon, egg and cheddar cheese variety, which he calls “the king of all bagels”.

“The Rainbow Bagel is the bestseller, but we’ve also got the Cotton Candy Bagel, the Passion Bagel, Red Velvet Bagels, the Bacon and Cheese, the St Paddy’s Day, and now the Buttery Popcorn Bagel.”

Rossillo is particularly proud of his Breaking Bad-themed bagel, aptly named the Crystal Meth, because “it tastes so good it should be illegal”. A local favourite is the Met Bagel, and he also lays claim to the Cragel — the half bagel, half croissant — which is insanely popular.

When customers finally reach the front of the queue, they can choose from up to 30 varieties of bagel and even more flavours of cream cheese, including Funfetti, Oreo, Nutella, bacon, peanut butter and jelly - it’s all rather overwhelming.

Wondering what exactly is in the unique version of the doughy staple? Rossillo refused to give too much away about the ingredients or the intensive dyeing, layering and twisting process. “Every time I turn around someone is trying to copy me,” he explained. And he’s not wrong, bakeries in London have now jumped on the bandwagon, sending the craze across the pond.

But the self-taught master of neon bread, who didn’t stop rolling dough the entire time we chatted, did reveal that every single bagel is made by hand and contains “happiness”.

So what do these whimsical rounds taste like? After some intense product testing, we’ve narrowed it down to a combination of Fruit Loops and Hot Cross Buns, and they’re dangerously good with Funfetti cream cheese.

As for venturing into gluten free, #cleaneating territory? Not a chance. “Because gluten makes you happy.”

We’ll chink our Insta-perfect bagels to that.