People on social media are losing their minds over the rainbow bagel from Brooklyn. These multicolored bagels come from a place in Williamsburg appropriately called The Bagel Store.

A video shared on Facebook shows the strenuous process of hand-rolling these psychedelic creations. Owner and head baker Scot Rossillo told Insider the process of making rainbow bagels is a “labor of passion and art.”

Although the craze didn’t begin until a few months ago, the shop has actually been making the colorful carbs for more than two decades. Rossillo says the rainbow bagel is now the most popular of his 30 varieties of bagels.

Rossillo credits the sudden popularity to a combination of factors: The U.S. Supreme Court’s ruling on gay marriage; celebrity shout-outs, including one from Kim Kardashian’s friend and PR specialist Jonathan Cheban; and the colorful bagels trending on Instagram.

There are more than 15 flavors of cream cheese to pair with the rainbow bagel, the most appropriate of which include funfetti (made with real cake mix), cannoli filling, cotton candy and birthday cake.

The red, orange, yellow, green, blue and violet doughy treat isn’t the only unique option at The Bagel Store. You can also try a Cragel (half bagel and half croissant), a French toast bagel, a bacon, egg and cheese (BEC) bagel or the salted pretzel bagel.

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If you don’t feel like waiting in line and risking the chance of the rainbow bagels selling out, you can place an order to reserve them the day before your visit. Rainbow bagels are $3.95 a piece or $47 a dozen.