After the wild success of Rainbow Bagels from The Bagel Store, it was only a matter of time before the multicolor concept was applied to other foods.

Meeting the demand for Instagram-worthy confectionery, Moe’s Doughs in Greenpoint brought the snap-happy masses the Rainbow Doughnut over the weekend. Eater flagged up the treat, which made its debut on Saturday and promptly sold out.

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According to the bakery, the rainbow effect is not created using food coloring but by mixing the existing batters of their various cake doughnut flavors.

So don't put away your line-standing mittens yet, and keep chasing that rainbow.