Bread that looks just like watermelon has become the hottest food in Taiwan.
Jimmy's Bakery, in Yilan County, is selling loaves of the vibrant green, pink and black 'watermelon toast'.
Hundreds of customers have started lining up every day to get their hands on a prized loaf, according to CCTV News.
Fancy a slice? 'Watermelon toast' is the hottest new food trend in Taiwan
Flavour confusion: According to reports, the bread tastes nothing like watermelon
The bread - which tastes nothing like watermelon - is made with charcoal, green tea and strawberry food colouring to create the bright colours of the seeds, rind and flesh.
The bread is also sold with yellow 'flesh'.
A YouTube video showing how the bizarre bread can be created at home reveals that it can taste like chocolate, strawberry or green tea.
Varieties: The bread comes with either pink or yellow 'flesh', and the vibrant colours are created with food dye
Hundreds of fans have uploaded snaps of the snack to social media, with one Instagram user saying they had driven two hours just to sample the bread.
Other social media shots show the small store with a crowd of eager customers snaking out on to the street.
A crowd controller can be see monitoring the queue as they wait to purchase the Watermelon Toast.
#Watermelontoast: Social media has been flooded with snaps of eager customers with their prized loaves
Sweet treat: The bizarre snack was created by Jimmy's Bakery in Yilan County
Trendy: Hundreds of customers are queuing up daily to get their hands on the loaves, according to reports
The bakery, which sells the unusual snack by the loaf or sliced and toasted, makes approximately 100 loaves per day.
Bakery owner Lee Wen-fa reportedly created the colourful treat to appeal to children who had lost their appetite in the hot summer months.
The square loaves resemble the square watermelons that became a novelty must-have item in Japan, selling for $100 each.
Imitation: The loaves resemble Japan's famous square watermelons