Forget Dark, Milk & White: The Swiss Have Invented A 4th Chocolate Type

While Hoobastank‘s reason for living is ‘you’, my reason for living is chocolate.

Don’t matter if it’s dark, milk or white. I love all flavours equally, as if they are my glorious sons. My glorious sons that I eat.

Now there exists another reason to get out of bed in the morning: the Swiss have invented a fourth type of chocolate that’s… wait for it… friggen pink:

Dubbed ‘Ruby‘, the brand new flavour of choc supposedly has a berry-fruitness to it, despite being made purely from ruby cocoa bean. It’s been created by the Switzerland-based company Barry Callebaut, one of the biggest cocoa bean and chocolate producers in the world.

It’s the first new flavour of pure chocolate to have been invented since 1930.

It was unveiled to a panel of chocolate experts today in Shanghai, with a Barry Callebaut spokesperson saying the flavour boasts an “intense sensorial delight” offering “totally new taste experience, which is not bitter, milky or sweet.”

Chocolate expert Angus Kennedy (whom I am supremely jealous of) got to taste the treat, and explained the experience to The Sun:

Ruby chocolate is very different and clever stuff. It’s refreshing and has a light, creamy texture.

It tastes so light and fruity you don’t really realise you’re gobbling up one chocolate the other, so it means consumers will be able to eat more of it than other types of conventional chocolate. 

Whether this a good or bad thing depends on your point of view.

Barry Clalebaut’s Chief Innovation & Quality Officer, Peter Boone, reckons the chocolate will mostly appeal to the young people of today, mainly due to its on-trend hue.

“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,” he said.

Marketing ploy or otherwise, IDGAF. It looks delicious and I want it now.

No word yet on when it will be released to the public – here’s hoping it’s really bloody soon.

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