--- title: Scientists Invent Pink-Colored Ruby Chocolate description: It's time for dark, milk and white chocolate to step aside and make room for a rosier flavor. canonical: https://time.com/4926949/barry-callebaut-ruby-chocolate/ author: Mahita Gajanan article:opinion: false article:content_tier: free article:published_time: 2017-09-05T15:10:22.000Z article:modified_time: 2026-02-23T17:16:43.635Z article:section: World og:title: Candy Scientists Invented a Pink Chocolate Aimed at Millennials og:description: It took nearly a decade of work to perfect "ruby chocolate" og:url: https://time.com/4926949/barry-callebaut-ruby-chocolate/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6207b30a8098036d/6988dc5b22fb85c1a9e22acb/ruby-chocolate.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: ruby-chocolate og:type: article twitter:card: summary_large_image twitter:title: Candy Scientists Invented a Pink Chocolate Aimed at Millennials twitter:description: It took nearly a decade of work to perfect "ruby chocolate" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6207b30a8098036d/6988dc5b22fb85c1a9e22acb/ruby-chocolate.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  # Candy Scientists Invented a Pink Chocolate Aimed at Millennials by [Mahita Gajanan](/author/mahita-gajanan/) ## Mahita Gajanan Gajanan is an editor at TIME. Sep 5, 2017 3:10 PM CUT  Barry Callebaut by [Mahita Gajanan](/author/mahita-gajanan/) ## Mahita Gajanan Gajanan is an editor at TIME. Sep 5, 2017 3:10 PM CUT It’s time for dark, milk and white chocolate to step aside and make room for a rosier flavor. Scientists have invented a new chocolate called “ruby,” Swiss cocoa giant [Barry Callebaut](http://time.com/3588463/chocolate-cocoa-global-shortage/ "undefined") said Tuesday. Ruby chocolate features a reddish-pink hue and has a fruity, berry-like flavor. According to Barry Callebaut, the chocolate is made from the Ruby cocoa bean and has no berry flavoring or color added. The new chocolate comes 80 years after white chocolate was introduced to the market. It also arrives amid a meltdown for the wider chocolate industry. Earlier this year, Nestle reported its [slowest global sales growth](http://fortune.com/2017/06/15/nestle-explores-us-asset-sale/ "undefined") in more than two decades, while Hershey said it planned to [cut thousands of jobs](http://fortune.com/2017/02/28/hershey-cutting-jobs-globally/ "undefined"). Barry Callebaut CEO Antoine de Saint-Affrique [told Bloomberg](https://www.bloomberg.com/news/articles/2017-09-05/chocolate-gets-first-addition-to-color-palette-in-80-years-ruby?cmpid=socialflow-twitter-business&utm%5Fcontent=business&utm%5Fcampaign=socialflow-organic&utm%5Fsource=twitter&utm%5Fmedium=social "undefined") that the ruby chocolate arrives following about a decade of development. The chocolate appears to be targeted toward millennials in a year filled with a number of [colorful food innovations](http://time.com/4754989/starbucks-unicorn-frappuccino-trend/ "undefined") aimed at younger, Instagram-obsessed shoppers. “It’s natural, it’s colorful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate,” Saint-Affrique told Bloomberg. “It has a nice balance that speaks a lot to millennials.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4926949/barry-callebaut-ruby-chocolate/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4926949/barry-callebaut-ruby-chocolate/"},"headline":"Candy Scientists Invented a Pink Chocolate Aimed at Millennials","datePublished":"2017-09-05T15:10:22.000Z","dateModified":"2026-02-23T17:16:43.635Z","description":"It took nearly a decade of work to perfect \"ruby chocolate\"","url":"https://time.com/4926949/barry-callebaut-ruby-chocolate/","keywords":["Food","Switzerland","onetime"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6207b30a8098036d/6988dc5b22fb85c1a9e22acb/ruby-chocolate.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Mahita Gajanan","jobTitle":"Gajanan is an editor at TIME.","url":"https://time.com/author/mahita-gajanan/"}],"articleSection":"World","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6207b30a8098036d/6988dc5b22fb85c1a9e22acb/ruby-chocolate.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"ruby-chocolate","caption":"","creditText":"Barry Callebaut","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/world/","name":"World"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/food/","name":"Food"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4926949/barry-callebaut-ruby-chocolate/","name":"Candy Scientists Invented a Pink Chocolate Aimed at Millennials"}}]}] ```