Ruby chocolate is taking the world by storm, according to creator Barry Callebaut Group.
Billed as the fourth type of chocolate at its unveiling in Shanghai in 2017, the rosy pink chocolate has since been recognized as a 2019 food trend by research agencies, media and food experts. It has also been recognized as an innovation in the United States and the Middle East. 
At ISM, hosted in Cologne, Germany this week, at least 11 new brands introduced products using Ruby chocolate. Barry Callebaut also dedicated its booth — “BC Studio” — to Ruby chocolate.
“Since its launch, the interest in and praise for this fourth type of chocolate have been overwhelming,” said Pablo Perversi, chief innovation, sustainability and quality officer and global head of gourmet at Barry Callebaut. "We are proud to see that eleven brands will be launching Ruby chocolate this year, and that’s just at ISM.”
During the four-day show, chefs such as Martin Diez, Dinara Kasko, Nina Tarasova and Melissa Coppel, among others, gave workshops and showcased Ruby chocolate in confectionery, drinks, bakery, dairy and desserts.
Meanwhile, Libeert, Heilemann, Martinez, Cafe Tasse, Noi Sirius, Hug Wernli, Limar, Minor, Confetti Matrix, Witor’s, Läckerli Huus and more brands will launch Ruby chocolate products.
Barry Callebaut unveiled Ruby in 2017 after more than 10 years of development. Since its launch, this new variety has been introduced in Asia Pacific, Europe, the Middle East and South Africa by both consumer and artisanal brands, including Prestat, Baci Perugina, Kit Kat, Leonidas and Fazer
Ruby chocolate is made with the Ruby cocoa bean. Barry Callebaut uses a unique processing method to unlock the flavor and color tone naturally present in the bean. The taste experience is described as tension between berry-fruitiness and luscious smoothness.
Foodbev included Ruby in its "Top 5 Most Innovative Products of 2018," while Japanese business magazine Nikkei Trendy included Ruby in its "2019 Hit Forecast Best 30" list. The magazine bases its rankings on sales, impact on the industry and impact on consumers. 
In India, lifestyle magazine Harper’s Bazaar featured Ruby in its "Bazaar Hotlist: Bucket List" in the first issue of 2019, and NY Mag added Kit Kat Ruby to its trend charts. Saturday Night Live announced that Ruby is coming to the United States. In Australia, the Internet “went wild” when Nigella Lawson introduced Ruby chocolate on Masterchef, according to Australian radio station Smooth FM. Hollywood also had a taste of Ruby chocolate at the Official Afterparty of the Oscars.
Ruby chocolate also received the Most Innovative Supplier Award from the National Confectioners Association in the United States. In the Middle East, Callebaut Ruby RB1 was awarded the prize for the most innovative food ingredient at the Gulfood Manufacturing Industry Excellence Awards 2018. In Denmark, Kit Kat Ruby was selected as Product of the Year by global retail chain 7-Eleven.