- A Swiss company has created a new designation of chocolate
- Ruby is the first new chocolate variety in over 80 years
- According to confectioners, millennials are slowly killing the business
The best things come to those who wait, and those of us waiting for a new type of chocolate are about to be rewarded for our patience. After 80 long years, the world is finally welcoming a brand new treat.
Behold, ruby chocolate.
Developed by Barry Callebaut AG, the largest cocoa processor in the world, ruby chocolate is pinkish in color and is described as “sour yet sweet.”
The Zurich-based confectioner has worked on the new flavor for almost ten years. “It’s natural, it’s colorful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate,” company CEO Antoine de Saint-Affrique said in a telephone interview. “It has a nice balance that speaks a lot to millennials.”
Ugh. Of course—because EVERYTHING is about millennials, even chocolate. Probably because the generation is killing everything from bars of soap to vacations. The chocolate industry is feeling the pressure to create new flavors as sales continue to drop faster than the Easter bunny juggling too many Cadbury eggs. (Nestle is looking for potential buyers and Hershey recently slashed jobs to give you some idea how bad things are.)
The discovery of ruby chocolate was a happy accident. One Oompa Loompa carrying chocolate bumped into another carrying berries, and the collision created—wait, no sorry, it was science that made the discovery. Barry Callebaut’s research department studied cocoa beans for over a decade, and no fruit was involved in the process.
“The beans used to make ruby chocolate originate from the Ivory Coast, Ecuador, and Brazil. The unusual color comes from the powder extracted during processing,” De Saint-Affrique added.
There are only four types of recognized chocolate in the world with the addition of ruby—milk chocolate, white chocolate, and semisweet or bittersweet (dark) Chocolate. (There are five types of chocolate if you count the voice of Barry White.)
The first chocolate bar was invented in 1847 by the Fry Brothers in Bristol, England. Before the brothers’ world-changing invention, chocolate was consumed only in beverage form. Nestle was the last company to drop a new chocolate on the public, back in the 1930s. The company claimed that white chocolate was created as a way to use all the excess cocoa butter hanging around.
Barry Callebaut AG hopes to have ruby chocolate on store shelves in the U.S before Valentine’s Day 2018, so start looking for it sometime in November.