The rosy pineapple is now available nationwide for purchase online in its own individual box at pinkglowpineapple.com, but it doesn’t come cheap. It’s $49 for one pineapple — a hefty price to pay for one Instagram.

The pricey pineapples are hand-picked in “ultra-limited harvests, uniquely and specially grown by the expert growers,” according to Del Monte, which might explain the price tag.

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Aside from tasting sweeter than a regular pineapple, it’s also, obviously, pink instead of yellow. This, according to the FAQ, is thanks to lycopene, a chemical compound also found in tomatoes, watermelon and pink grapefruit.

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The arrival of Pinkglow pineapples has been a long time coming. They have been in development since 2005, and in 2016, got the FDA’s stamp of approval. They are all sourced from a single farm in Costa Rica, where they can take up to two years to produce

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