Barry Calleabut’s Ruby chocolate, first introduced in 2017, breaks into the baking and snacking segments with the unveiling of a baking chip poised to “unlock” new segments. Hailed for its unique combination of berry fruitiness and smoothness, Ruby offers bakery and snack innovators a new premium, flavor-forward solution.

Speaking with FoodIngredientsFirst, Laura Bergan, director of marketing, Barry Callebaut brand, explains how having brought the Ruby experience to the confectionery and ice cream segments over the past few years, the next phase for Ruby was to enter another large customer segment.

“We have created a Ruby Chip designed for bakery and snack applications, such as cookies, bars and snacks. Ruby has delivered a new taste experience for consumers in the confectionery and ice cream space, so the next obvious step was to unlock the new chocolate taste for bakery and snack consumers as well,” she says.

“Ruby offers a new taste experience. The precursors of the fresh berry fruitiness and color tone are naturally present in Ruby cocoa beans. With no color or flavor added, the bean, in combination with the unique processing, unlocks the distinctive flavor that separates Ruby from all other chocolate.”

“Ruby cocoa beans are 100% sustainably sourced and are Cocoa Horizons certified, filling the ever-growing demand for consumers seeking sustainable products,” she adds.

Multisensorial and indulgent experiences
The ruby chip will fall into the premium category of Barry Callebaut’s comprehensive Intense Indulgence solutions portfolio and is rolled out across the North American portfolio. 

The chocolate and cocoa giant says that its commitment and focus on expanding the Ruby line allows food manufacturers to leverage the Ruby chocolate chip in new ways. 

The company has invested decades in creating and crafting a full range of premium solutions with a focus on intense indulgence, which consumers increasingly demand in the marketplace.

The Ruby rollout
Ruby chocolate had been in the making for over a decade when it was launched as a major confectionery breakthrough six years ago, championed back then as “breaking the mold” and introducing a fourth type of chocolate after years and years of just milk, dark and white. 

The availability of ruby baking chips rounds out the Indulgence’s other solutions, including butterscotch chips, marshmallow chips, lemon chips and the caramel aura baking chips.

“Food manufacturers and artisans worldwide were intrigued and excited to experience Ruby. Through first-taste opportunities, sampling and product development, Ruby debuted in 2017 and expanded into the US market in 2019. It has grown in interest with food manufacturers, confectioners and a few major ice cream brands,” Bergan continues. 

“Artisans have leveraged Ruby in their creations to bring innovation and new taste experience to consumers. Ruby chocolate broke the mold in 2017, and we are proud to continue to champion this unparalleled chocolate now and in the future.” 

Innovation introduced to a new audience
Barry Callebaut launched its Indulgence Playbook and campaign in late 2021, identifying four key trends within the indulgence space: Flavor Forward, Authenticity, Classic with a Twist and Sustainability. 

“Consumers desire flavor-forward experiences and rich, premium flavors. Other key trends include authenticity – knowing their chocolate uses real ingredients from known sources and areas around the world. ‘Classic with a Twist’ is a great solution for consumers looking for the familiar flavor but with an added twist to the execution, offering something new or unique,” Bergan says. 

“Sustainability has become the norm and an expected desired feature for most consumers, which is only growing in the confectionery space. We are excited to introduce a fifth pillar of the indulgence space in the next couple of months that we think will continue to drive indulgence for consumers,” she concludes.