October 15, 2015 by Business Insider: I discovered The Bagel Store's Rainbow Bagels a couple of days ago on Snapchat. In a 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 as if 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 a ton 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.