Barry Callebaut Debuts Ruby Chocolate
Pink is one of the hottest hues right now, and Barry Callebaut is getting into the game with its new Ruby chocolate, made from the Ruby cocoa bean to give the product a distinctive pink color and an intense flavor. The chocolate manufacturer notes that Ruby is the fourth type of chocolate, the newest version in 80 years after white chocolate was introduced to join dark and milk chocolate.
The Ruby bean is unique because the fresh berry-fruitiness and color 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 managed to unlock through an innovative process that took many years to develop.
“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,” said 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.”
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 centers of Barry Callebaut, based in France and Belgium - part of a global network of 28 R&D centers- , the Jacobs University, and over 175 years of expertise in sourcing and manufacturing.
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.
Ruby chocolate has been tested and validated through extensive consumer research run by independent global research agencies Haystack and Ipsos in the United Kingdom, United States, 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.
Ruby chocolate was revealed at an exclusive launch event in Shanghai, China, on September 5, 2017.