Barry Callebaut Ruby Chocolate

Ruby chocolate for chocolatiers and chefs to land in China

By Douglas Yu contact

- Last updated on GMT

Ruby chocolate was first introduced in Shanghai. Now it's coming back to China with a new form. Pic: Barry Callebaut
Ruby chocolate was first introduced in Shanghai. Now it's coming back to China with a new form. Pic: Barry Callebaut
Callebaut Finest Belgian Chocolate ruby RB1, made with Ruby chocolate, will be available for artisans and chefs in China from September this year.

The announcement came two months after Barry Callebaut first developed RB1 in Belgium​ with a goal of unleashing “a wave of creativity that will lead to exciting new products and concepts,”​ Mathieu Brunfaut, global group brand leader of Callebaut, previously said.

The company will unveil RB1 for a sneak preview at Bakery China (May 9 to 12, 2018) in Shanghai prior to the official launch.

Barry Callebaut has guarded the process for Ruby as a trade secret, but noted the pink-colored, berry-flavored chocolate was derived naturally by isolating specific compounds​ in cocoa beans. Thus, it is the fourth type of chocolate after milk, dark and white varieties.

Nestlé​ became the first major chocolate maker to adopt Ruby to make its KitKat range: it first brought the products to Japan and South Korea, and, most recently, expanded them to the UK and Australia. 

Nor Badron, corporate communications director at Barry Callebaut Asia Pacific, said it normally takes brands six to 18 months to develop recipes.

"We're pleased that Ruby chocolate has come to life so quickly through our partnership with Nestlé... More Ruby chocolate products will be made for the consumers in months to come,"​ he said.

Operations in China

Barry Callebaut said the RB1 launch was to meet the needs of the fast-growing segment of professional users of chocolate in China, where its gourmet business has doubled in volume over the last five years.

“Gourmet products – chocolate and cocoa products that are typically used by artisan professionals such as chocolatiers, pastry chefs, bakeries, hotels, restaurants and caterers – have fueled the business growth of Barry Callebaut in China,”​ it said.

The chocolate provider has eyed China as potentially one of the world’s biggest chocolate markets​ in the future, although it still has plenty of room to grow.

Earlier this year, Barry Callebaut invested $20m in its China operation and created a digital marketing platform on the country’s leading social media channel WeChat.

“With China becoming the largest e-commerce market in the world, Callebaut’s range of chocolate is now also available on e-commerce sites including Tmall for the professional chocolatiers across China, doubling [our] online sales in the last 12 months,”​ it said.

The company will also hold its annual Gourmet Pastry Chefs event in June 2018 in Shanghai – the first in Asia Pacific – expecting more than 50 chefs from 20 countries to present their chocolate confectionery innovations.

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