"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".
But scientists would disagree, particularly the chocolate scientists over at Swiss company Barry Callebaut, who have recently debuted the first new kind of natural chocolate in over 80 years.
It's expected that ruby will be introduced in different product categories to rival milk, dark and white. Global chocolate market volumes declined 1.5 percent in 2015 and 0.4 percent a year ago, according to Euromonitor. Other companies have created red cocoa powder in recent years, but as Barry Callebaut notes, this is the first time "natural reddish chocolate" has been produced.
"A tension between berry-fruitiness and luscious smoothness". Unsurprisingly, the "ruby chocolate" is being shamelessly marketed to millennials, you know, because it's pink and insanely photogenic.
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The innovation, based on a special type of cocoa bean, comes after about a decade of development, chief executive officer Antoine de Saint-Affrique said. The company has tested the product in Britain, the U.S., China and Japan through independent consumer research carried out by Haystack and Ipsos.
"We had very good response in the key countries where we tested, but we've also had very good response in China, which for chocolate is quite unusual", he said, adding the color is attractive in that market.
They add that the treat is "an intense sensorial delight" and "offers a totally new taste experience".
The rosy pink chocolate comes from the Ruby cocoa bean and scientists claim it has a unique, fruity taste.