#chocolate#cocoa#branding#marketing

Barry Callebaut creates the first new type of chocolate in 80 years - and it's 'ruby' pink

Laura Mullan
|Sep 6|magazine6 min read

There used to be three types of chocolate: dark, white and milk chocolate. 

Now a Swiss chocolatier has made a breakthrough in the industry by adding ‘ruby’ chocolate to the mix.

The Zurich-based chocolate giant, Barry Callebaut, says it has used the Ruby cocoa bean to create a chocolate which has a pinkish hue and is neither bitter, milky, or sweet.

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  • The company says it has a “berry-fruitiness and luscious smoothness” even though no berries, berry flavouring, or colourings have been added to the confectionery.

    ‘Ruby chocolate’ is the first new chocolate type to be created 80 years since white chocolate was first launched.

    The new confectionery may help to boost sales in a struggling global chocolate market, as ruby chocolate raises the possibility that we may see shelves full of naturally pink chocolate gifts next Valentine’s day. 

    The development comes as Hershey cuts 15% of its staff and Nestle tries to sell its U.S. chocolate business.  

    The world’s largest cocoa producer and grinder came across the possibility of ruby chocolate by chance.

    The company’s research department studied cocoa beans and worked with Jacobs University in Bremen, Germany, in the development

    It is hoped that the new product may also appeal to Chinese consumers, a burgeoning market for the industry said CEO Antoine de Saint-Affrique. The company has tested the product in the U.K., U.S., China and Japan through independent consumer research carried out by Haystack and Ipsos.

    Ruby chocolate has been tested and validated through extensive consumer research run by independent global research agencies Haystack and Ipsos in the UK, US, China and Japan.

    As part of these studies, Ruby’s consumer appeal and purchase intent have been tested, indicating consumers would buy Ruby chocolate 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,” says Peter Boone, Barry Callebaut’s Chief Innovation & Quality Officer.

    “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.”

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