Barry Callebaut launches new red chocolate made from ruby bean

8 Sep 2017
Barry Callebaut launches new red chocolate made from ruby bean

80 years after the launch of white chocolate as the third type after dark and milk, Barry Callebaut has revealed the fourth type of chocolate ‘ruby’, which is made from the ruby cocoa bean. Ruby chocolate is said to have an intense taste and characteristic reddish colour.

The Ruby bean is claimed to be unique because the fresh berry-fruitiness and colour precursors are naturally present. The cocoa beans are sourced from different regions of the world. The bean has a specific set of attributes, which Barry Callebaut says it managed to unlock through an innovative process that took many years to develop.

According to quantitative research performed by independent international market and consumer agency Haystack, ruby chocolate meets a consumer need no chocolate ever did before. It’s expected that ruby, like dark, milk and white chocolates will be introduced in different product categories.

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 - and the Jacobs University.

The fourth type of chocolate is claimed to offer 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 flavour, nor colour, is added.

Callebaut says that 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. p>

“Barry Callebaut has established itself as a pioneer and innovator in chocolate and cocoa, globally,” said Peter Boone, Barry Callebaut’s Chief Innovation & Quality Officer. “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, China, on September 5, 2017.

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