A chocolatier is hoping to add a new type of chocolate to the market.

Barry Callebaut has presented a 'ruby' chocolate - next to milk, dark and white.

Ruby chocolate is made from the ruby cocoa bean - no berries, berry flavour or colour is added.

The maker describes it as "a tension between berry-fruitiness and luscious smoothness" with a reddish colour.

Image: Barry Callebaut

It comes 80 years after the launch of white chocolate.

The ruby bean is said to be unique because the berry-fruitiness and colour precursors are naturally present.

The cocoa beans are sourced from different regions of the world.

It is expected that ruby will be introduced in different product categories.

Barry Callebaut says this 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.

 

Image: Barry Callebaut

Ruby chocolate has been tested through extensive consumer research run by research agencies in the UK, US, China and Japan.

Peter Boone, Barry Callebaut's chief innovation and quality officer, said: "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.

"We're 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".

Ruby chocolate was revealed at a launch event in Shanghai, China on September 5th.