Ruby, a breakthrough innovation



Over 10 years ago, a cocoa expert discovered that the constituents of certain cocoa beans could produce chocolate of exceptional flavor and color. Since then, Rarry Callebaut has unlocked the secret behind it, leading to the discovery of the Ruby cocoa bean and the creation of a whole new chocolate. Like grapes for great wines, cocoa beans are influenced by the terroir in which they grow. Ruby cocoa beans grow in unique climatic conditions and can be found in Ecuador, Brazil or Ivory Coast.

Ruby chocolate does not contain berries, berry flavoring or coloring. Ruby chocolate unlocks dazzling taste experiences due to its unique taste of fresh berries. The 4th chocolate after dark, milk and white, it offers innovative ideas for the next generation of your confectionery, bakeries, ice cream and desserts!

  • About 100 Ruby chocolate products from over 40 chocolatiers and brands have been launched in Japan
  • This Valentine’s Day, Ruby chocolate is available across Japan at more than 50,000 retail, sales and distribution locations.
  • Barry Callebaut plans to make Ruby chocolate at his chocolate factory in Japan as well

Two years after the global introduction of the first Ruby chocolate products to Japanese consumers, the fourth type of chocolate continues to make waves. Today Barry Callebaut AG, the world’s leading manufacturer of high-quality chocolate and cocoa products, revealed that Japan is one of the biggest markets for Ruby chocolate.

On Valentine’s Day this year, Japanese consumers will be able to get their hands on over 100 different Ruby chocolate products from various international and Japanese brands, in formats such as candy bars, candies, ice cream, cookies. and more.

Pascale Meulemeester, Managing Director of Barry Callebaut in Japan, said: “For decades, the cultural preferences and inclinations of Japanese consumers have been trendsetters in the region and beyond. First drawn to its unique look, trendy Japanese consumers have really embraced Ruby chocolate as the fourth type of chocolate and are extremely curious to try it.

Research shows that 42% of the Japanese population are familiar with Ruby chocolate and over 6 million consumers have already enjoyed it, even though it was not commercially available until now. 82% say they are interested in tasting Ruby chocolate in the future. And The Nikkei Trendy, a popular Japanese magazine that follows trendsetters, placed Ruby chocolate on its “Top 30 Trend List” in 2019.

“In the past year alone, we’ve seen the market embrace Ruby as a disruptive innovation and lead the world with ideas and applications that set a new standard for creativity and expertise in the market – and we are just scratching the surface. Meulemeester continued.

Japan’s obsession with Ruby is here to stay and Barry Callebaut believes its role is to facilitate the creativity of all brands and artisans and in so doing, shape the future of chocolate.

Chocolate makers and artisanal consumer brands are rolling out Ruby chocolate products to more than 50,000 distribution and sales outlets in supermarkets, convenience stores, train stations, hotels, and bakeries and chocolate shops across Japan this season of Valentine’s Day.

Currently, Ruby chocolate for consumption in Japan is imported. With the growing demand for Ruby chocolate in Japan, Meulemeester revealed that the company’s chocolate factory in Takasaki (100 km northwest of Tokyo) is preparing to produce Ruby chocolate locally for specific confectioners and customers as well.

Considered by many chefs and experts to be the greatest innovation in chocolate 80 years after white chocolate, Ruby chocolate has ingested a new wave of creativity in the chocolate market, inspiring leading artisans and food manufacturers to introduce exciting products and applications.

This growing manifestation of gourmet apps is based on Ruby’s promise of a whole new taste experience, which is a tension between the fresh fruitiness of berries and the succulent sweetness. Ruby is an authentic chocolate made from the Ruby cocoa bean. To create Ruby chocolate, no berry or berry flavor, or color, is added. AFJ


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