ZURICH, Switzerland – Eighty years after the launch of white chocolate as the third type after dark and milk, Barry Callebaut, a global manufacturer of high-quality chocolate and cocoa products, has revealed the fourth type in chocolate—ruby—made from the Ruby cocoa bean. Ruby chocolate has an intense taste and characteristic reddish color.

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 unlocked 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 is expected to be introduced in different product categories. The fourth type in chocolate offers a 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 U.K., U.S., 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.

Peter Boone, Barry Callebaut’s chief innovation and quality officer, said: “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.