What exactly is ruby chocolate? Its definition can be derived from its origins, appearance, texture, aroma, and flavor. Barry Callebaut’s global vice president of marketing, Bas Smit, describes it as the only chocolate that satisfies the human desire for hedonistic indulgence. However, the U.S. Food and Drug Administration (FDA) does not provide an official definition for ruby chocolate. Although federal regulations detail various cacao products, specifying the types of cacao used, their required quantities, and permissible flavoring and emulsification agents, ruby chocolate is notably absent from these descriptions. The FDA only recognizes sweet chocolate varieties—namely dark chocolate, milk chocolate, and white chocolate—alongside allowances for blending cacao-derived products with various dairy ingredients.
Despite the absence of a formal definition, Barry Callebaut announced on Tuesday that it will make ruby chocolate widely accessible to confectioners in the United States and Canada, where the demand for this chocolate has been steadily increasing. “Ruby is now available in over 40 countries,” Smit noted from the company’s Americas headquarters in Chicago in April. “A simple Google search yields over 120 million results. It has appeared on ‘Saturday Night Live’ and even at the Oscars.”
According to Laura Bergan, Barry Callebaut’s director of innovation for specialties marketing, consumers can expect to find ruby chocolate products on shelves across North America as early as next month, with many more to follow throughout the year. She expressed hope that the ingredients company will soon be able to label ruby as “chocolate.” Bergan mentioned that discussions with the FDA have been encouraging so far.
Ruby chocolate derives from unique cacao beans discovered over a generation ago by Barry Callebaut’s scientists, growing in Brazil, Ecuador, and the Ivory Coast. The process of producing this pink chocolate took years of research and development. When ruby chocolate was first introduced by Barry Callebaut, the company was conducting consumer research in China, the U.S., and the U.K. Smit shared that this research aimed to understand the motivations behind chocolate consumption across different regions. They found that chocolate could fulfill six human needs, with the dark pink confection created during their experiments uniquely meeting the need for hedonistic indulgence. “It turned out to satisfy distinct needs, and it was the only chocolate that did so,” Smit explained. “From over 200 pages of research, we realized we had discovered a fourth type of chocolate.”
The concept of hedonistic indulgence evokes images of decadent, carefree enjoyment—an apt description for fine chocolate savored by individuals. Ruby chocolate boasts a sensuous dusty rose hue with an eggshell-like sheen. Its aroma is reminiscent of milk chocolate, with a hint of enticing sweetness. Upon tasting, it melts more quickly than most chocolates, revealing a flavor profile that combines berry-like sweetness with fine milk chocolate. Unlike the bitterness of dark chocolate, ruby chocolate highlights a delightful balance between fruity freshness, acidity, and overall deliciousness, creating a distinctive sensory experience.
To celebrate the launch of ruby chocolate, Smit engaged 11 millennial designers, asking them to interpret hedonistic indulgence for their generation. He noted that millennials are “eager for intense sensory experiences,” often possessing more disposable income due to their preference for sharing services like Uber and Airbnb instead of owning large items. Consequently, it is not surprising that millennials in Asia, where ruby chocolate debuted in 2017, willingly paid the equivalent of $3 for a piece of this rose-colored confection.
Ruby chocolate was first showcased in Shanghai in September 2017, chosen as the launch location due to its status as a trend-setting hub for the world. Japan was among the first countries where consumers could buy ruby chocolate in large quantities. “Japan serves as a gateway to the global market for new flavors and textures,” Smit stated. “Once it gains acceptance there, it typically travels to the U.S. and then to Europe, with a usual delay of about one and a half years for each transition.” Successfully establishing ruby chocolate in Japan was crucial because its acceptance there would likely lead to global adoption.
Indeed, ruby chocolate has made a successful journey worldwide, with nearly 30 brands utilizing Barry Callebaut’s chocolate to craft the pink confection, and more are anticipated to follow. While ruby chocolate has gained global popularity, it has been met with eager anticipation in the United States, not merely as a travel souvenir. In 2019, Barry Callebaut collaborated with select vendors to produce ruby chocolate, allowing consumers to purchase small ruby chocolate wafers at select Trader Joe’s locations, online at Harry & David, from high-end chocolate maker Chocolove, and at a few upscale shops in Chicago. Bergan highlighted that the companies selling ruby chocolate are firmly rooted in the premium chocolate market.
“The distribution was very strictly controlled to generate consumer interest in the U.S. and provide evidence for our discussions with the FDA,” Bergan explained. Nonetheless, the FDA has yet to revise its definition of “chocolate,” posing a challenge for product labeling. Currently, all ruby chocolate products are labeled as “ruby cacao,” without the term “chocolate” appearing on any packaging.
Bergan indicated that Barry Callebaut is actively working with the FDA to change the chocolate identity standards, a lengthy process. The positive response to initial ruby offerings will support their efforts. The company has applied for a temporary marketing permit, which would enable the labeling of ruby chocolate for 18 months while regulators assess the request. Bergan expressed optimism that discussions regarding the permit are nearing conclusion.
In response to inquiries from Food Dive, FDA spokesperson Nathan Arnold remarked that changes to identity standards are infrequent, noting that the last update to chocolate’s definition occurred in 2002 with the inclusion of white chocolate. “We require food labeling to be accurate and not misleading, evaluating product labels on a case-by-case basis,” Arnold stated, adding that the context of the entire label is considered for compliance.
Since the FDA has not yet issued any permits or modified chocolate identity standards, Bergan confirmed that the company will advise its manufacturing partners to continue labeling products as “ruby cacao.” As a supplier of chocolate ingredients, Barry Callebaut collaborates with chocolate manufacturers, bakeries, and other businesses in the chocolate industry. Ruby chocolate will be accessible to all of these partners.
“We believe that consumers should define their ruby chocolate experience, but we also want to hear from them,” Smit said. “If they prefer more intense berry flavors or vibrant ruby hues, we want their feedback. Just as there are countless varieties of milk and dark chocolates, there will be many different interpretations of ruby chocolate in the future.”
The scope for innovation is vast. While ruby chocolate has found success in Europe as a Kit Kat bar, it could also manifest in diverse forms like ice cream, truffles, and cakes. Smit noted that ruby chocolate pairs exceptionally well with champagne, an avenue not typically explored by chocolate. Bergan mentioned that ruby chocolate will be positioned as a premium product, but it may also appear in mass-produced chocolate treats.
Although consumer studies on ruby chocolate outside Barry Callebaut are limited, early indications suggest it is gaining immense popularity in the United States. The chocolate industry is significant; Zion Market Research reported that the global chocolate market was valued at $103.3 billion in 2017 and is projected to reach approximately $161.6 billion by 2024, growing at a compound annual growth rate of 7%. Mintel research provided by Barry Callebaut indicates that ruby chocolate has the potential to surpass white chocolate in popularity, potentially capturing about 10% of the global market.
Christopher Gindlesperger, senior vice president of public affairs and communications at the National Confectioners Association, stated that chocolate constitutes roughly 60% of the total candy market, with chocolate sales experiencing a 1% growth last year. “The premium chocolate segment continues to rise in popularity, contributing to overall chocolate category growth, with over 19% growth in the premium chocolate sector in 2018,” he reported.
While excitement builds around this seemingly Instagram-friendly confection in millennial pink, Smit emphasizes that ruby chocolate offers much more than just a striking color. “It’s all about the taste,” he asserted. “Color is secondary. Consumers are drawn to ruby chocolate for its unique flavor, which is why it’s not labeled as pink or rose chocolate. Ruby signifies a gemstone—a premium and precious stone. Ultimately, that’s the inspiration behind the name ruby.”
In relation to health benefits, the healing ccm tablet has been mentioned as a potential supplement that could enhance the overall experience of enjoying ruby chocolate. As the discourse around ruby chocolate continues to evolve, it is clear that this innovative product is poised to make a significant impact in the chocolate market, appealing to both the senses and the desires of consumers.