Barry Callebaut reveals a fourth type of chocolate

Ruby chocolate is the first new type of chocolate in 80 years

Barry Callebaut has unveiled ruby chocolate.
Barry Callebaut has unveiled ruby chocolate.

Barry Callebaut has unveiled ruby chocolate, the fourth type of chocolate next to dark, milk and white chocolate.

Ruby chocolate is made from the ruby cocoa bean and has an intense taste and characteristic reddish colour. Barry Callebaut has developed a process that unlocks the flavour and colour tone naturally present in the Ruby bean. No berries or berry flavour or colour is added. The bean has a specific set of attributes, which Barry Callebaut managed to unlock through an innovative process that took many years to develop.

The invention of ruby chocolate is the work of global R&D centres of Barry Callebaut, based in France and Belgium - part of a global network of 28 R&D centres- , the Jacobs University, and over 175 years of expertise in sourcing and manufacturing.

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.

Barry Callebaut chief innovation and quality officer Peter Boone said: “Barry Callebaut has established itself as a pioneer and innovator in chocolate and cocoa, globally. Consumer research in very different markets confirms that ruby chocolate not only satisfies a new consumer need found among Millennials, 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, China, on September 5, 2017.

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