Instagram is home to a sweet bunch of foodporn-worthy treats from sushi donuts to red velvet cupcake, ramen burgers and banana milk coffee. Surprisingly, mouth-watering snaps of a trendy type of coffee have haunted the photo-sharing site for months.

According to Eater, #CoffeeInACone has been a brewing hashtag on social media for months. The edible espresso is a signature drink of The Grind Company, a cafe in Johannesburg, South Africa.

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Dayne Levinrad, the coffee shop’s barista, told CNN how a wild idea of pouring scalding coffee in a thin wafer cone ripened into a trendy product. “We bought our own machine and started rolling our own wafer cones, using different flours, but the chocolate still melted. We couldn’t have any leakage,” he told the news site. To stiffen the cone, he used four different types of chocolate, each with assorted percentages of cacao content.

Customers have only 10 minutes to sip the coffee or the cone layers will melt.

Since the product’s birth in January, nearly 1 million posts with the said hashtag popped out of Instagram. Gianna Francesca Catolico