Pink chocolate, the new millenial temptation

It’s taken them more than 10 years of research, but Swiss chocolate company Barry Callebaut has managed to invent a new type of chocolate. It’s a pink chocolate. And it doesn’t owe its colour to any sort of artificial additive.

pink chocolate

Until recently, chocolate lovers were divided into three groups: lovers of dark chocolate, milk chocolate and white chocolate. Now pink chocolate is here, ready to take over millenials’ Instagram feed.

Barry Callebaut is the world’s largest chocolate producer. During 10 years, the chocolatier has been working on this new chocolate called Ruby. It has a pink hue, a colour which is clearly associated with millenials.

“It’s natural, it’s colorful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate. It has a nice balance that speaks a lot to millennials.”, says Barry Callebaut’s CEO.

The most striking thing is that pink chocolate is completely natural, and contains no artificial additives. It contains seeds from Brazil, Ecuador and Côte d’Ivoire. While processing the beans they extract from them a pink power which gives it the surprising colour.

An what about the taste? Pink chocolate is neither milky nor too dark. It has a natural berry flavour which millenials will love. But they still have to wait a few months until the product hits the market.

pink chocolate

Will pink chocolate be a success? Who knows, but it will be the first innovation in the chocolate market since Nestlé invented white chocolate 80 years ago.


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