Researchers with the Agricultural Research Service may have found the best way to entice consumers to eat their veggies: Surprise them.

They’re breeding carrots that come in a palette of totally unexpected colors including yellow, dark orange, bright red–even purple.

Ironic, since carrots didn’t start out orange, but were originally purple. As Wikipedia notes: “The plant appears to have been introduced into Europe via Spain by the Moors in the 8th century. and in the 10th century, in such locations in the Middle East, India and Europe, the roots were purple.”

Photo by Stephen Ausmus. Courtesy of USDA / Agricultural Research Service.
Via ScienceDaily.