Since its introduction in 2017, ruby has taken the food world by storm. Developed by Barry Callebaut, it satisfies a different consumer need than dark chocolate, milk chocolate, and white chocolate.
Barry Callebaut’s ruby has a new and unique sensory profile, combining berry-fruitiness and luscious smoothness. This is unlocked from pure cocoa beans that are specially chosen for their ruby properties, without adding berry flavors or colors.
As part of its global launch plan, ruby is now hitting the world’s largest chocolate market in North America. Following successful roll-outs in Asia, Europe, and Australia/New Zealand, the one-of-a-kind product is formally launching in the United States and Canada.
“Fueled 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,” says Peter Boone, CEO & President of Barry Callebaut Americas. “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.”
Barry Callebaut is working closely with the FDA to begin test marketing ruby as a new chocolate product in the U.S. in order to establish a new standard of identity reflecting ruby’s distinctive sensory profile. In the meantime, it will be launched in the U.S. as ruby couverture.
Callebaut RB1 Couverture will be celebrated at a private chef-led event in Miami, Florida on Monday, May 20. Barry Callebaut Ruby will be spotlighted at the National Confectioner’s Association’s Sweet and Snacks Expo in Chicago, Illinois on Tuesday, May 21. Both events will feature chef demonstrations, product application sessions, and sampling.