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Asia Pacific: Barry Callebaut reveals fourth type in chocolate

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After dark, milk and white chocolate, Barry Callebaut presents ruby chocolate as the fourth type.

Made from the Ruby cocoa bean and with a unique processing, Barry Callebaut unlocks the flavor and color tone naturally present in the Ruby bean without adding berries, berry flavors or colors.

This is 80 years after the launch of white chocolate as the third type by Barry Callebaut.

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.

According to quantitative research performed by independent international market and consumer agency Haystack, Ruby chocolate meets a consumer need no chocolate ever did before.

The invention of Ruby chocolate is the work of global research and development centers of Barry Callebaut, based in France and Belgium.

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.

Ruby chocolate has been tested and validated through extensive consumer research run by independent global research agencies Haystack and Ipsos in the UK, US, 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.

Ruby chocolate was revealed at an exclusive launch event in Shanghai, China, on September 5, 2017.