Why is this taking off now? “I would say it is the natural result of [a] playful approach to deconstructing food,” Spence said. “Thinking about eye-appeal as essential part of enjoyment translated to mass market.” He also cited decreasing public concern about the potential harm of food dyes, thanks to the American consumer’s fondness for increasingly bizarre fast food. Novelty, and the sunk cost of waiting in line to get a novelty item, doesn’t hurt either.


Is rainbow food going to be around forever? No. It’s a fad like any other—and if it did become a fixture, it’d become as bland as the undyed stuff that it provides an alternative to. But in the meantime, take a bite and see what tastes different about it.