With the excitement and thrill of a Willy Wonka factory grand reopening, Martin Diez of the chocolate company Barry Callebaut proudly announced its official pink chocolate to the world!
The Swiss chocolate makers are the first of their kind to release the new type of chocolate, which they so aptly call the "Ruby" chocolate. The name comes from the Ruby cocoa bean that is said to have sour yet sweet taste with hints of berry flavors.
Also true to its namesake, CEO Antoine de Saint-Affrique said Ruby chocolate is "natural, it's colorful, it's hedonistic, there's an indulgence aspect to it, but it keeps the authenticity of chocolate. It has a nice balance that speaks a lot to millennials."
This might be the first time chocolate was directed to a specific age group, considering the confection seems to be a crowd-pleaser, regardless of age. Anyone born after the 1930s can marvel in the fact that this is first time in over 80 years that a new type of chocolate has been introduced to the market, since Nestle's white chocolate.
Ruby chocolate is made from cocoa beans, with no added berries, berry flavor or colorings. White chocolate is actually a chocolate derivative, with no cocoa solids.
The company spokesperson told TODAY that Ruby beans can be found in Ecuador, Brazil and the Ivory Coast. But Ruby chocolate requires "the right bean" and is "developed by a unique processing that makes those special precursors come alive."
Just like the magical candies of Willy Wonka's factory and the mysterious mechanisms required to produce them, there seems to be some vague mystique concerning Ruby chocolates.
According to a press release on the company's official website, Ruby chocolates are derived from beans with "a specific set of attributes, which Barry Callebaut managed to unlock through an innovative process that took many years to develop."
What's going on in that chocolate factory?!
The company spokesperson confirmed that yes, this pink chocolate is "real chocolate" and not a derivative. And with a new taste experience that is "not bitter, milky or sweet, but a tension between berry-fruitiness and luscious smoothness," the Ruby chocolate is unparalleled to any of its other chocolate predecessors.
There's no official word on when rubies will hit store shelves, but the company has said it should be available worldwide soon!