Swiss chocolatier Barry Callebaut claims to have invented a fourth type of chocolate after milk, dark and white – called ruby.
Made from the ruby cocoa bean, the chocolate has an intense taste and is said to be unique because its fresh berry fruitiness and reddish colour are naturally occurring.
The bean has a specific set of attributes, which Barry Callebaut said it unlocked through an innovative process that took many years to develop.
The invention is the work of the company’s research and development centres in France and Belgium. Extensive consumer research also took place in the UK, US, China and Japan.
As part of these studies, ruby’s consumer appeal and purchase intent were tested, with Barry Callebaut indicating that consumers would buy the new chocolate.
Ruby is said to offer a new taste experience, which is not bitter, milky or sweet. To create the new variant, no berries, berry flavour or colours were added.
Barry Callebaut chief innovation and quality officer Peter Boone said: “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.
“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.”
Ruby chocolate was revealed at an exclusive launch event in Shanghai today.
Zurich-headquartered Barry Callebaut runs more than 50 production facilities worldwide and employs a global workforce of nearly 10,000 people.
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