Swiss chocolate giant Barry Callebaut says it used the ruby cocoa bean to create a confectionary with “berry-fruitiness and luscious smoothness”.

The new chocolate, named Ruby after its characteristic red hue, is only the fourth ever type to be created since the white version in the 1930s - according to the firm - which hopes it'll be a hit among chocoholics and foodie millennials alike.

Said to have an “intense sensorial delight” the sweet treat offers a “totally new taste experience, which is not bitter, milky or sweet.”

And, by unlocking the attributes of the ruby cocoa bean over the course of several years, its flavours and colouring are entirely natural with no berries or berry flavour added.

“Ruby chocolate is very different and clever stuff. It’s refreshing and has a light, creamy texture,” chocolate expert and editor of industry bible Kennedy’s Confection Angus Kennedy told The Sun.

“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.”

While it remains to be seen whether this is just a marketing gimmick or heralds a new type of chocolate as widespread as the others, the fact that it is made by the largest manufacturer of both chocolate and cocoa products is encouraging.

Headquartered in Switzerland, the Barry Callebaut Group has been listed on the SIX Swiss Exchange since 1998 and resulted from the merger between Belgian chocolate maker Callebaut and French chocolate producer Cacao Barry.

“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,” said Peter Boone, Barry Callebaut’s Chief Innovation & Quality Officer.

“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 as the fourth reference next to Dark, Milk and White chocolate.”

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