Ruby chocolate is the world’s newest indulgence

SHANGHAI — Chocolate and cocoa maker Barry Callebaut is bringing a new type of chocolate to the world. Ruby chocolate joins milk, dark and white chocolates 80 years after the introduction of white chocolate. The company uses a unique process to bring out the natural berry fruitiness and color precursors naturally present in the ruby cocoa bean.

Barry Callebaut said that research from Haystack finds a consumer need for the new variety, with ruby chocolate expected to be introduced in various product categories. The company said that no berries, berry flavor or color is added to make ruby chocolate, and the company has tested and validated ruby chocolate in the United States, the UK, China and Japan, studying consumer appeal and purchase intent at different price points.

“Consumer research in very different markets confirms that Ruby chocolate not only satisfies a new consumer need found among millennials — hedonistic indulgence  — but also high purchase intent at different price points,” Barry Callebaut chief innovation and quality officer Peter Boone said. “We’re looking forward to working with our partners on introducing this innovative breakthrough to the market and making the new Ruby chocolate category available to chocolate manufacturers and consumers around the world as the fourth reference next to dark, milk and white chocolate.”