Instagram has made one ugly fruit a must-have Millennial grocery.

Instagram has made one ugly fruit a must-have Millennial grocery. Meet the Sumo, a wrinkly orange that only saw its first high-quantity U.S. crop last year. In-store displays and limited-time-only messaging raised awareness—and the internet took it from there. Instagrammers started posting them to their feeds, and Eva Chen showed her 1.1 million followers multiple times how easy to peel they are. That feature has also made them fodder for ASMR videos, turning the niche citrus into an internet sensation. (Refinery29)