Swiss chocolate maker Barry Callebaut Group (BYCBF.PK) has invented a new chocolate called "ruby," the first new kind of natural chocolate to be introduced in over 80 years.
Barry Callebaut presented the rosy pink-colored Ruby chocolate at an exclusive launch event in Shanghai, China, on September 5, 2017.
It is the first new color for chocolate after the introduction of dark, milk and white chocolate. The white chocolate bars were introduced to the market by Nestle SA more than 80 years ago.
"The fourth type in chocolate offers a totally new taste experience, which is not bitter, milky or sweet, but a tension between berry-fruitiness and luscious smoothness. To create Ruby chocolate no berries or berry flavor, nor color, is added," Barry Callebaut stated.
The new chocolate is made from the Ruby cocoa bean, which grows in countries like Ecuador, Brazil and the Ivory Coast. Ruby chocolate has an intense taste and characteristic reddish color.
According to Barry Callebaut, the Ruby bean is unique because the fresh berry-fruitiness and color precursors are naturally present. The bean has a specific set of attributes, which the company managed to unlock through an innovative process that took many years to develop.
The Ruby, like the dark, milk and white chocolates, is expected to be introduced in different product categories.
Barry Callebaut has already tested and validated the Ruby chocolate through consumer research run by independent global research agencies Haystack and Ipsos in the UK, US, China and Japan. The consumer research has indicated that consumers would buy Ruby chocolate at different price points, according to Barry Callebaut.
"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," Peter Boone, Barry Callebaut's Chief Innovation & Quality Officer, said.
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