Jimmy's Bakery in Yilan County, Taiwan is in the humble business of making toast. Watermelon toast, that is.

But this isn't your standard slice of toast, nor is it a nutritional slice of fruit. In fact, the watermelon toast sold at Jimmy's Bakery isn't actually toast at all. Quite simply, it's bread that's shaped and dyed to look like watermelon, and it's become an Instagram sensation.

# #WatermelonToast A photo posted by Holing (@chiuling813) on May 4, 2015 at 6:11am PDT

Metro UK reports that head baker Lee Wen-fa created the gram-worthy bread to encourage young children to eat more during the hot summer months when he says they're prone to losing their appetites.

The bread's fruity hues come from matcha green tea powder, red dye and strawberries. Jimmy's Bakery also sells a yellow watermelon toast loaf that's made using tea powder and yellow dyes only. Inside the loaf, tiny pieces of edible bamboo charcoal mimic the appearance of black watermelon seeds.

Day2— Ps:1 2. #yilan #WatermelonToast # A photo posted by Ellie Chen (@elliecxy) on Jul 6, 2015 at 10:20pm PDT

#breakfast #toast #watermelontoast #tomato #view #morning # A photo posted by @claire_kuku on Apr 28, 2015 at 8:45pm PDT

Jimmy's Bakery churns out about 100 loaves of watermelon toast per day, though customers can choose to purchase bread by the slice. But as the trend heats up on Instagram, the bakery is having trouble keeping up with high demand.

Food and Wine reports that customers form lines outside the bake shop each morning before it opens, though they also have the option of to order a coveted loaf online.

The hottest things in Taiwan, watermelon toast. #WatermelonToast## A photo posted by Yilin Hsu (@yilin10hsu) on Jun 27, 2015 at 7:24am PDT

For those who prefer their breads shaped like decidedly un-carb-like foods, watermelon toast is the stuff of dreams. And for those who can't make the trek out to Jimmy's Bakery, fear not. There are alternative recipes online: