People in Vietnam are flocking to a bakery that sells pink bread invented to use up the tons of dragon fruit going unsold because of the coronavirus outbreak

abc bakery vietnam bread

A bakery in Vietnam has created a new type of bread to use up the tons of dragon fruit going unsold due to the coronavirus outbreak.

Massive amounts of dragon fruit have been going unsold in Vietnam, as the country shut down much of its trade with China due to coronavirus concerns. In an effort to use up the excess fruit, Ho Chi Minh City-based chain ABC Bakery developed a new recipe for bright pink bread, replacing 60% of the water in the dough with dragon fruit smoothie, reports Da Nag Today.

The bread was an instant sensation in Vietnam. Even as the chain quickly ramped up production to make 20,000 loaves of dragon fruit bread a day, ABC Bakery told Dantri International News last week that it had been forced to limit customers to only buying five loaves at a time.

Business Insider had a chance to visit ABC Bakery in mid-February and try the dragon fruit bread for ourselves. Here's what it was like:

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Walking up to an ABC Bakery location in Ho Chi Minh City's District 3, it's clear that the dragon fruit bread is drawing a crowd and turning heads.

Walking up to an ABC Bakery location in Ho Chi Minh City's District 3, it's clear that the dragon fruit bread is drawing a crowd and turning heads.

There was a sizable line of people — most wearing surgical masks — waiting to get their hands on the bright pink bread.

There was a sizable line of people — most wearing surgical masks — waiting to get their hands on the bright pink bread.

The dragon fruit bread was prominently displayed on signs.

The dragon fruit bread was prominently displayed on signs.

Cashiers swiftly handed off bags filled with fives loaves in exchange for 30,000 Vietnamese dong, or about $1.30.

Cashiers swiftly handed off bags filled with fives loaves in exchange for 30,000 Vietnamese dong, or about $1.30.

I nabbed a bag of my own after waiting in line for just 20 minutes, as customers clamored to get their hands on the bread.

I nabbed a bag of my own after waiting in line for just 20 minutes, as customers clamored to get their hands on the bread.

I retreated inside to get a better look at my purchase.

I retreated inside to get a better look at my purchase.

The bread was truly, shockingly pink.

The bread was truly, shockingly pink.

Even though it was created to battle the economic impact of the coronavirus, it could have been made for Instagram.

Even though it was created to battle the economic impact of the coronavirus, it could have been made for Instagram.

It also smelled delicious — a wholesome, fresh aroma, with a very slight fruity hint.

It also smelled delicious — a wholesome, fresh aroma, with a very slight fruity hint.

Taking a bite of the warm bread, I was immediately impressed.

Taking a bite of the warm bread, I was immediately impressed.

The bread wasn't just a social media stunt — it was legitimately good, with a perfectly crusty outer layer that satisfyingly ripped apart to reveal a flavorful, airy interior.

The bread wasn't just a social media stunt — it was legitimately good, with a perfectly crusty outer layer that satisfyingly ripped apart to reveal a flavorful, airy interior.

The dragon fruit isn't overpowering, but adds a very subtle hint of floral fruitiness.

The dragon fruit isn't overpowering, but adds a very subtle hint of floral fruitiness.

Vietnam is already bracing for the impact of the coronavirus, which is expected to cost billions of dollars in economic damage in the country.

Vietnam is already bracing for the impact of the coronavirus, which is expected to cost billions of dollars in economic damage in the country.

Read more: Vietnam is set to lose billions of dollars due to coronavirus, and it's already feeling the impact of the deadly outbreak

As coronavirus spreads, inventions like dragon fruit bread reveal how companies are being forced to adapt in trying times — and, in some cases, create something new and delicious.

As coronavirus spreads, inventions like dragon fruit bread reveal how companies are being forced to adapt in trying times — and, in some cases, create something new and delicious.

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