Food Scientists in Switzerland Created the Millennial Pink Chocolate We Never Knew We Needed

The soft-pink confectionary is called ‘ruby’

Eighty years ago, scientists introduced white chocolate to the world, following dark and milk. Now, Barry Callebaut — one of the world’s leading cocoa producers — claims to have developed a fourth kind: “ruby.” And it’s millennial pink, so naturally, we need it.

According to a press release, the new chocolate was revealed at an exclusive launch event in Shanghai, China, on Sept. 5. Barry Callebaut claims that ruby chocolate is not bitter, milky, or sweet like its predecessors, but rather a “tension between berry-fruitiness and luscious smoothness” offering an “intense sensorial delight.”

The Instagram-worthy color-pop treat is made from the newly developed ruby cocoa bean, which produces a rosy cocoa powder. After years of research, the Swiss manufacturer was able to unlock the bean’s berry taste and preserve its natural soft-pink hue. No artificial flavor or coloring is added.

But apparently, genetically speaking, these beans are nothing new. The New York Times reports that they come from the same species of cacao plant that makes up the chocolate we already know.

Peter Boone, Barry Callebaut’s chief innovation and quality officer, explained the company’s pitch to young consumers: “Ruby chocolate not only satisfies a new consumer need found among millennials — hedonistic indulgence — but also high purchase intent at different price points.” Boone told The New York Times that ruby, more than any other kind of chocolate, addresses those needs specifically because it is flavorful and exciting.

Some chocolate-lovers are skeptical about the new variety, while others can’t wait to get their hands on it. “Sounds like something I would definitely try, and I can’t wait to see it featured in cooking shows,” @faeriepoor wrote on Twitter. @MoallardMonique thought otherwise, writing, “Sorry! It looks like fancy soap…”

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Callebaut can’t say when the new product will hit shelves, and even though we’ve yet to discover the nutritional characteristics of ruby, we certainly can’t wait to try it. In the meantime, here are 6 tweaks to make your chocolate chip cookies healthier.