Barry Callebaut on Sept. 5 introduced ruby chocolate, the first new type of chocolate since white chocolate was launched 80 years ago, according to the Zurich-based company. Dark and milk are the other two types of chocolate.

Ruby chocolate features a reddish color and is not bitter, milky or sweet. It has a berry fruitiness and smoothness, according to Barry Callebaut. No berries, berry flavor or color is added to ruby chocolate, which Barry Callebaut introduced in Shanghai Sept. 5.

Barry Callebaut’s global research and development centers in France and Belgium, as well as researchers at Jacobs University in Bremen, Germany, created ruby chocolate. Barry Callebaut sources ruby cocoa beans from different global regions. Consumer research run by independent agencies Haystack and Ipsos in the United Kingdom, the United States, China and Japan tested and validated ruby chocolate.

Peter Boone, Barry Callebaut
Peter Boone, chief innovation and quality officer for Barry Callebaut
“Barry Callebaut has established itself as a pioneer and innovator in chocolate and cocoa globally,” said Peter Boone, chief innovation and quality officer for 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.”