People are going nuts for this bagel that looks like a rainbow and tastes like cereal

I discovered The Bagel Store's Rainbow Bagels a couple of days ago on Snapchat. 

In the 10-second video, reality TV star Jonathan Cheban (Kim Kardashian's best friend) emptied a bag of the colorful creations onto a table and stared at them like they were the bagel equivalent of a unicorn. And they kind of are. 

They taste like cereal, they're slathered with Funfetti-style cream cheese, and you'll get an inordinate amount of likes if you post a photo of one on social media. 

Keep scrolling to learn all about the trippy-looking Brooklyn bagels that are burning up Instagram.