Chocoholics, brace yourselves. There is a fourth.
Joining the ranks of Dark, Milk, and White is… Ruby.
We aren’t talking some knock-off or fake product, we’re talking real chocolate.
I hate to be a stickler, but if we are being totally objective there are some question marks over White’s status as a chocolate. Technically speaking, it lacks cocoa solids so is more a chocolate derivate. Come at me, white chocolate lovers, your life is a lie.
Ruby, on the other hand, is the real deal.
— Andrew Baker (@ccAndrewBaker) September 5, 2017
Zurich-based chocolate maker Barry Callebaut dropped the bombshell in a press release and subsequent launch event in Shanghai last Tuesday.
According to Barry Callebaut, Ruby chocolate is made from the Ruby cocoa bean, which is known for its intense taste and reddish colour.
If we accept that white chocolate is chocolate then this makes it the first one in 80 years. Enjoy this moment, people. You may never know the feeling of learning there is a new chocolate out there again.
Ruby chocolate was no overnight discovery. Barry Callebaut claims it took years of research and development in France and Belgium and over 175 years’ experience in sourcing and manufacturing.
Milk, white, dark and now… ruby chocolate! Confectioners invent a new kind of chocolate for the first time in 80 years. pic.twitter.com/03KRpFkfLh
— The Times of London (@thetimes) September 6, 2017
Wowser! So what does it taste like? and give me this new Ruby chocolate. Here is how Barry Callebaut describes it:
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 no berries or berry flavour, nor colour, is added.
Ruby chocolate appears pinkish in colour, and according to Barry Callebaut’s marketing guff “satisfies a new consumer need found among millennials.”
— Barry Callebaut (@BCgroupnews) September 5, 2017
Sorry Baby Boomers and Gen Xers, you are gonna have to sit this one out. Take a break old timers, you look puffed anyway.
In an interview with Bloomberg, the CEO said:
“It’s natural, it’s colourful, 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.”
The CEO, who was born in 1964, knows all about what millennials like. At 53 years old, he speaks your language, kids. Hey, Ruby chocolate is lit AF amiright? Snapchat! Memes!
Also, it’s simply a fact that millennials are the only generation to understand “hedonistic indulgence”.
I mean who hasn’t felt the thrill of living with their parents, eating avocado on toast, facing a lack of job security and the prospect of never being able to own a home. Hedonistic to the MAX!
Millennial or not, I think we can expect to see a lot of this Ruby chocolate appearing for Valentine’s Day 2018.