London bakery the Beigel Shop is enjoying a surge of interest in its rainbow bagels after they appeared on TV show The Apprentice.

The psychedelic breads were among a selection of nine items that contestants on last week’s show were tasked to track down and acquire by Lord Sugar.

Produced by combining several batches of different coloured dough together, the bagels were brought to the UK by the 24-hour bakery in Brick Lane earlier this year.

Co-manager Hayley White had spotted the multi-coloured treats in New York and they proved a big hit with Londoners when the bakery produced their own version – attracting attention in mainstream and social media.

While they are still a steady seller for the bakery, interest had slowed a little since their debut in February, White told British Baker.

But last Friday, the day after the show aired, brought a boom in sales.

“We had a sudden increase and sold out of our usual day’s batch quickly,” said White. “We’ve had a lot of customers telling us they saw the bagels on the show – and saw me on it!”

Interest in rainbow bagels also extended to British Baker website, with a surge in visitors viewing stories about the products.