ISM/ProSweets 2019

Ruby chocolate is clear winner at ProSweets/ISM 2019 and the ‘food trend to watch’ this year

By Anthony Myers

- Last updated on GMT

Related tags ISM-ProSweets-2019 Barry callebaut Ruby chocolate

Watch our exclusive video interview with Sofia Popova, BC’s EMEA marketing director FM, who was part of the marketing team responsible from inception for launching ruby chocolate onto the world.

Barry Callebaut (BC), the Swiss chocolate manufacturer and inventor of Ruby, the so-called ‘fourth chocolate’ says at least 11 brands will introduce Ruby chocolate at ISM 2019.

The new flavor has also been recognized around the world as the food trend for 2019 by research agencies such as Innova Market Insights, media and food experts.


In a bold marketing move, BC dedicated its ‘Studio’ to Ruby at ISM 2019, which turned out to be a masterstroke as the stand was packed throughout the four-day international confectionery tradefair held at Koelnmesse.

Sofia Popova, BC’s global marketing director, joined the company just as it was developing its new flavor and was part of the team that launched it in Shanghai in 2017.

It’s been an amazing experience​,” she exclusively revealed to Confectionery News. “To get an opportunity to be part of something that has never been done before and be there from the start has been unbelievable​.”

Popova joined BC from Unilever in 2016. She rose to EMEA marketing director and was on the team responsible for the Ruby chocolate marketing campaign.

See our exclusive video interview (above) with Sofia Popova for more on the success of Ruby chocolate.

About Ruby

Ruby chocolate is acclaimed by many chefs and chocolatiers around the world for its unique taste and pairing opportunities.

The new type of chocolate is made using the Ruby bean with a unique processing method developed by Barry Callebaut that unlocks the flavor and color tone that are naturally present in the bean. The taste experience is described as ‘an intense sensorial delight - a tension between berry-fruitiness and luscious smoothness’.

Barry Callebaut spent more than 10 years developing Ruby, considered one of the greatest modern breakthroughs in chocolate. Since its launch to market in early 2018, both consumer and artisanal brands, including Prestat, Baci Perugina, KitKat, Leonidas and Fazer, have introduced this new variety in Asia Pacific, Europe, the Middle East and South Africa.

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