This Valentine’s Day, Einstein Bros. Bagels is flipping the script on traditional gift-giving with the launch of build-your-own “Bro-quets,” edible bouquets made from Heart Bagels designed to celebrate everyone on Feb. 14. To bring the concept to life, Einstein Bros. has created a step-by-step Bro-quet tutorial showing customers how to transform their Baker’s Dozen into a creative edible bouquet. The shareable, unexpected gift is perfect for partners, friends, family members or colleagues. The launch comes in response to research commissioned by Interflora, which revealed that 88% of men have never received flowers as a gift. The research highlights a significant gap in how society approaches Valentine’s Day traditions.

“Valentine’s Day shouldn’t be one-size-fits-all, and neither should the gifts we give,” Einstein Bros. Bagels Chief Marketing Officer Jessica Serrano commented “When we learned that only 12% of men have ever received flowers, we knew we had an opportunity to do something different. Bro-quets are our way of celebrating everyone this Valentine’s Day with a gift that’s thoughtful, fun and delicious. Whether you’re treating your partner, best friend or coworker, a Bro-quet shows you care in a way that feels genuine and unexpected.”

Beginning Feb. 9, guests can preorder limited-edition Heart Bagels by the Baker’s Dozen on the brand’s catering website for pickup or delivery Feb. 10-14. In-person preorders will also be taken for pickup Feb. 13-14. Individual Heart Bagels will also be available for purchase on Feb. 13 and 14 in three flavors: Plain, Chocolate Chip and Cinnamon Raisin. Pricing starts at $15.89 for a Baker’s Dozen and $2.39 for individual Heart Bagels, available while supplies last.