/ Food & Drink

Ruby chocolate: the fourth chocolate, eighth wonder of the world?

Ruby chocolate

Scientists at the world’s largest cocoa producer, Barry Callebaut, have discovered a new, all natural chocolate with a fruity berry flavour. Its pink hue has earned it the name: Ruby chocolate.

The newly created Ruby chocolate is said to be the ‘fourth chocolate’. It follows the original dark, milk and then white chocolate, and has been discovered nearly 80 years after its predecessor.

According to taste testers at Barry Callebaut, it has a ‘lighter’ flavour than white chocolate, giving it a moreish quality that will have consumers reaching for the next bite. But will this pink sweet be a match for the firm favourite of milk chocolate?

Ruby chocolate

The Swiss company Barry Callebaut has been developing this chocolate for 13 years, and its launch could not be better timed.

Ruby chocolate could appear in supermarkets within six months and will fit right in with the latest phenomenon of creating aesthetically appealing food by turning the mundane into the wild and whacky, and then posting it to social media for optimum likes. I can already see this brand new choc clogging up my Instagram feed, accompanied by a plethora of unnecessary hashtags.

Will it become a new favourite among chocoholics? Or will it be a passing fad – a trend that hits social media and fizzles out as quickly as it came? Of course it does have the advantage over its fellow garish, rainbow-coloured confectionery in that it’s all natural. Ruby chocolate has no added colours or flavours, unlike some other absurdly coloured food trends, such as Rainbow bagels and charcoal-black ice-cream.

But rather than Ruby chocolate satisfying any ‘hedonistic indulgence’ that I, a millennial, may be reported to have, the only pleasure I can see myself getting out of this is the that it will bear my name. And with a distaste for raspberry flavours, I doubt I’ll like it even after trying it.

Chocolate preferences

Admittedly, I’m drawn in by the rosy hue of this delicate sweet, but it seems to me to resemble an expensive Lush-style soap, rather than a sweet treat that I would willingly eat.

What’s more, when my craving for chocolate is strong, I can’t imagine reaching for this fruity flavour over the traditional chocolate-y taste of the likes of Cadburys, Galaxy, or even Green and Blacks.

Are you a foodie or chocoholic? Will you be buying into this coloured food trend? Or when it comes down to it, is tradition best?

Will you be buying ruby chocolate?

No - it doesn't look appealing to me (56%, 179 Votes)

Maybe (27%, 86 Votes)

Yes - I can't wait to try it (17%, 54 Votes)

Total Voters: 319

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Dying to see if Toblerone are going to try to flog their reduced weight, maimed icon bar in this new shade as a special edition, one-born-every-minute collector’s item at an increased price.

Otherwise, yes, I’m curious, I’ll give it a shot if I find a bar with at least 70% cocoa content.

I’m happy to try the new product. I’m not sure about pink, but who could have imagined that BROWN confectionery would prove successful. I guess that taste takes priority over appearance in the case of chocolate.

Carrots were purple originally weren’t they?

Ps. Not sure if this is off-topic…

I will try this chocolate, sure, why not. At least it’s not dyed like the bagels.

So is it named after you Ruby?

Well spotted, Patrick. Welcome to the madhouse, Ruby.

Never mind, you have an appropriate topic, Ruby.

I have a couple of friends who produce odd coloured tomatoes, beans and the purple carrots that Patrick has mentioned. The striped tomatoes are very attractive but seem to taste the same as ordinary ones. I’m not sure I fancy the charcoal-black ice-cream you mention in your introduction.

I thought April 1st had passed, or maybe it’s just the latest virtual craze crossed over from Noddy in The Lobby 🙂

Charcoal black ice cream – when we visit Dartmouth one of the shops sells liquorice ice cream – black (well, dark grey would be more accurate). Delicious.

I have grown striped tomatoes this year, and purple ones; they taste much the same as “ordinary” ones. I have never really taken to purple potatoes; I’d feel they’d gone a bit rotten, like the black ones.

If ruby is the natural colour of the chocolate, and if it is not too expensive, I’d give it a go.

There is me thinking —a “new ” chocolate made from a different plant , but no its still made from cacao using “special processing and different varieties of the same plant . Many are skeptical and think its a marketing gimmick like some failed previous ones specially thought up for the “Millenniums ” -“Hedonistic indulgence ” is mentioned but more seriously its going to be priced at “different levels ” .Somehow I have heard this before – for the poor ( cheap ) – tastes rubbish -for the moderately wealthy – not bad – for the – do you need to ask if I am rich — wondrously lovely – skeptical ?? you bet I am -good advertising though. One year later— now you can try what only the wealthy could afford – a packet of our top quality stuff at only £10/packet –3 years down the road – hey!! have you tried that old product thats selling in Poundland – yup its “old hat ” . 2020 -have you tried this “new ” product ? what is it ? its called an organic vegetable sold directly from the growers who muse “natural manure ” to grow it — no processing , no additives, no gluten , no colours, no flavours , etc . Now didn’t remember that vfom the days of the “Hippies ” why yes it sold in California ( where else of course ) .

Patrick Taylor says:
9 September 2017

” In addition to manufacture, the company undertakes research into chocolate recipes: for example, in recent years, it has launched tooth-friendly chocolate, probiotic chocolate, chocolate with a high level of antioxidants (sold under the brand name ACTICOA), and “rebalanced” chocolate, which has an improved nutritional profile. These improvements are based under Callebaut’s innovation strategy: Health and wellness, experience and indulgence, and convenience.” Wikipedia extract

The Acticoa claim apparently has EU sanction!

The Acticoaâ„¢ process: . Standard processing retains only 9% of cocoa flavanols on average, whereas Acticoa™’s mild processing retains approximately 50%. Consequently, traditional cocoa powder has a cocoa flavanol content of approximately 1% while Acticoaâ„¢ cocoa has about 8% or more. ” website

bishbut says:
9 September 2017

Whatever food of any kind that you eat it all ends up in the same place undistinguishable from other food Any food at all just stops the pangs of hunger It might taste nice of different but that’s all

Keep them coming Bishbut ,another good one. That was exactly the answer given by a hospital surgeon who dealt in abdominal surgery .

Of course, but food is one of life’s pleasures for most of us, whether we are eating with friends or eating rather too much chocolate when no-one else is watching.

Used to like Milk Tray but it stopped doing the chocolate limes. Then the new owners changed the formulation.

I’m confused: have they “… discovered a new, all natural chocolate…” or have they “… been developing this chocolate for 13 years…”?

Indeed. I don’t think scientists really discover new natural chocolate, but they might work out how to make it.

patric22 says:
9 September 2017

Ruby chocolate – shaped like a heart – will be ideal for Valentine’s Day gifts.

Oooh I like the sound of this, but I’m a sucker for anything pink!

So, this is the first time I’ve seen ruby chocolate available to buy. I think it makes it even better that it comes in KitKat form. https://www.independent.co.uk/life-style/food-and-drink/kitkat-ruby-chocolate-bar-uk-launch-europe-release-nestle-a8297661.html

Has anyone tried it yet? Or would anyone?