People in Vietnam are flocking to a bakery that sells pink bread invented to use up the tons of dragon fruit going unsold because of the coronavirus outbreak

A bakery in Vietnam has created a new type of bread to use up the tons of dragon fruit going unsold due to the coronavirus outbreak.

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A bakery in Vietnam has created a new type of bread to use up the tons of dragon fruit going unsold due to the coronavirus outbreak.
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Kate Taylor/Business Insider

A bakery in Vietnam has created a new type of bread to use up the tons of dragon fruit going unsold due to the coronavirus outbreak.

Massive amounts of dragon fruit have been going unsold in Vietnam, as the country shut down much of its trade with China due to coronavirus concerns. In an effort to use up the excess fruit, Ho Chi Minh City-based chain ABC Bakery developed a new recipe for bright pink bread, replacing 60% of the water in the dough with dragon fruit smoothie, reports Da Nag Today.

The bread was an instant sensation in Vietnam. Even as the chain quickly ramped up production to make 20,000 loaves of dragon fruit bread a day, ABC Bakery told Dantri International News last week that it had been forced to limit customers to only buying five loaves at a time.

Business Insider had a chance to visit ABC Bakery in mid-February and try the dragon fruit bread for ourselves. Here’s what it was like:


Walking up to an ABC Bakery location in Ho Chi Minh City’s District 3, it’s clear that the dragon fruit bread is drawing a crowd and turning heads.

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Kate Taylor/Business Insider

There was a sizable line of people — most wearing surgical masks — waiting to get their hands on the bright pink bread.

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Kate Taylor/Business Insider

The dragon fruit bread was prominently displayed on signs.

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Kate Taylor/Business Insider

Cashiers swiftly handed off bags filled with fives loaves in exchange for 30,000 Vietnamese dong, or about $1.30.

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Kate Taylor/Business Insider

I nabbed a bag of my own after waiting in line for just 20 minutes, as customers clamored to get their hands on the bread.

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Kate Taylor/Business Insider

I retreated inside to get a better look at my purchase.

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Kate Taylor/Business Insider

The bread was truly, shockingly pink.

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Kate Taylor/Business Insider

Even though it was created to battle the economic impact of the coronavirus, it could have been made for Instagram.

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Kate Taylor/Business Insider

It also smelled delicious — a wholesome, fresh aroma, with a very slight fruity hint.

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Kate Taylor/Business Insider

Taking a bite of the warm bread, I was immediately impressed.

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Kate Taylor/Business Insider

The bread wasn’t just a social media stunt — it was legitimately good, with a perfectly crusty outer layer that satisfyingly ripped apart to reveal a flavorful, airy interior.

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Kate Taylor/Business Insider

The dragon fruit isn’t overpowering, but adds a very subtle hint of floral fruitiness.

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Kate Taylor/Business Insider

Vietnam is already bracing for the impact of the coronavirus, which is expected to cost billions of dollars in economic damage in the country.

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Kate Taylor/Business Insider

Read more: Vietnam is set to lose billions of dollars due to coronavirus, and it’s already feeling the impact of the deadly outbreak


As coronavirus spreads, inventions like dragon fruit bread reveal how companies are being forced to adapt in trying times — and, in some cases, create something new and delicious.

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Kate Taylor/Business Insider