From waffles and ice cream to bagels and burgers, multi-coloured grub has become a culinary phenomenon, responsible for hours-long queues at stores and a deluge of social media posts. But what exactly is the appeal of rainbow food? And could participating in this fad be bad for brands?
Dr. Signe Rousseau is a lecturer at the University of Cape Town. She is the author of Food Media: Celebrity Chefs and the Politics of Everyday Interference and Food and Social Media: You Are What You Tweet. She is also co-chair of Gastronomica: The Journal for Food Studies (University of California Press).