London's Selfridges is now selling the Rainbow Bagels that are blowing up the internet

If you live in London and you have internet access, by now you've heard about the Rainbow Bagels that people everywhere have been going crazy over.

Brick Lane's Beigel Shop began selling the multi-coloured baked goods - which first became famous in New York - in February.

Now the department store Selfridges is selling its own variation of Rainbow Bagels, supplied by Yummies Deli.

The iconic Oxford Street store began offering the bagels at the beginning of the week, Selfridges' press co-ordinator of Food and Home, Clare Maddox, told Business Insider.

Yummies Deli has been making the kaleidoscopic bagels since early 2016, before Beigel Shop released their own, according to Maddox.

At £4.99 for five, the Rainbow Bagels sold at Selfridges' food hall are more expensive than Beigel Shop's, which cost just 50p each. However, they appear to have cleaner, more even streams of colour.

Selfridges' version of the treat is made from five to six strands of coloured dough that are "twisted together almost like a plait into the bagel" to achieve more "intricate lines" of colour, she said. "We always like to be ahead of the trends."

The original Rainbow Bagel - invented by Scott Rossillo, owner of The Bagel Store in Williamsburg, Brooklyn - is made differently, out of separate slices of dyed dough that are layered on top of each other and mixed together to achieve their rainbow effect.

Take a look at more dreamy photos of the bagels below.