Barry Callebaut prepares for full US launch of ruby chocolate

Barry Callebaut’s ruby chocolate is to gain an initial release in the US and Canada in a couverture form, amid wider testing with American authorities for its full recognition as the ‘fourth type of chocolate’.

The company said its much-heralded new range, which has involved over a decade of work by its 28 research and development teams around the world, will be showcased at Sweets and Snacks Expo in Chicago next week.

As the company explained, its smooth berry-based sensory profile has been derived from a specific strain of pure cocoa beans, and it has already gained a significant level of launches around the world since its concept unveiling in Shanghai, China, in 2017. It has gained broad application from  chefs, artisans and chocolatiers, as well commercial releases with KitKat.

According to the business, in order to obtain a U.S. standard of identity for the breakthrough innovation, the company is working closely with the FDA to begin test marketing ruby as a new chocolate product in America. The company’s key goal is to establish a new standard of identity reflecting ruby’s distinctive sensory profile.

Consequently, in the meantime, ruby will be launched in the U.S as Callebaut RB1 Couverture, which will be celebrated at a private chef-led event in Miami, Florida, on Monday, May 20, in addition to the broader launch of the brand at Sweets and Snacks Expo.

Peter Boone, CEO & president, Barry Callebaut Americas, said: “Fuelled by the overwhelming consumer response around the globe, Barry Callebaut collaborated with a small group of pioneering artisans over the last six months to soft launch ruby in the U.S. marketplace. The sales of those consumer products have been very strong. As a result, to help ensure that our business partners have access to the product, we feel that now is the time to take the next step in our global roll-out campaign, and introduce ruby to the entire North American market.”

Bas Smit, global vice president marketing of the Barry Callebaut Group (pictured discussing ruby chocolate), added: “Given the fact that ruby satisfies an unmet consumer need, we decided not to trademark ruby chocolate across the world, as no one should “own” ruby. We aim for category growth and to have ruby accepted as the fourth type of chocolate.”

Preceding the formal launch of ruby in North America, the company won the NCA’s ‘Most Innovative Supplier’ award in recognition of ruby in 2018, and globally-renowned U.S. late-night television show Saturday Night Live featured ruby in a skit. Hollywood also had a taste of ruby at the Official Afterparty of the 2018 Academy Awards.

 

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