Chocolate and cocoa products manufacturer Barry Callebaut has developed a fourth type of chocolate next to dark, milk and white chocolate 80 years after the introduction of white chocolate.

Ruby chocolate is made from the ruby cocoa bean; through an innovative processing Barry Callebaut says it unlocks the flavour and colour tone naturally present in the ruby bean. No berries or berry flavour is added and no colour is added. The company says ruby chocolate has an intense taste and characteristic reddish colour, with the cocoa beans sourced from different regions of the world.

According to quantitative research performed by independent international market and consumer agency Haystack, ruby chocolate meets a consumer need no chocolate has ever done before. Its expected that ruby, like dark, milk and white chocolates will be introduced in different product categories.

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.

Peter Boone, Barry Callebauts newly appointed CEO and president of the Americas, says, "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.

"Were 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."