Tuesday, July 17, 2018


Cocoa product maker Barry Callebaut unveils fourth chocolate type Ruby
Tuesday, 12 September, 2017, 08 : 00 AM [IST]
Barry Callebaut, the world’s leading manufacturer of high-quality chocolate and cocoa products, launched Ruby (the fourth type of chocolate, after Dark, Milk and White) at an event in Shanghai, China recently.

It is made from the Ruby cocoa bean, has an intense taste and is reddish in colour. The Ruby bean is unique, because the fresh berry-fruitiness and colour 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 has managed to unlock 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 meets a consumer need no chocolate ever did before.

Its invention is the work of the global research and development (R&D) centres of Barry Callebaut, which are based in France and Belgium (and are a part of a global network of 28 R&D centres) and the Jacobs University, and a result of over 175 years of expertise in sourcing and manufacturing.

The fourth type in chocolate offers a totally new taste experience, which is not bitter, milky or sweet, but a tension between berry-fruitiness and luscious smoothness. To create Ruby chocolate, neither berries nor a berry flavour nor artificial colour are added.

It has been tested and validated through extensive consumer research run by independent global research agencies Haystack and Ipsos in the United Kingdom, the United States, 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, chief innovation and quality officer, Barry Callebaut, said, “Barry Callebaut has established itself as a pioneer and innovator in chocolate and cocoa, globally.”

“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,” he added.

“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,” Boone said.

Interestingly, it unveiled the third variant, White chocolate, 80 years ago. The first two were Dark and Milk. It is expected that the new variant, like its predecessors, will be introduced in different product categories.
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