'Ruby' becomes first new natural colour of chocolate in over 80 years

It claims to be the ultimate indulgence for the Instagram age, offering the traditional sweet hit of chocolate combined with the rush of a foodstuff that “pops” on camera and matching the colour of lurid yoga leggings.

Pink chocolate, which could hit UK supermarket shelves in six months, has been developed by Barry Callebaut, the world’s largest cocoa processor. It is claimed to be the first new natural colour for chocolate since Nestlé unveiled white chocolate more than 80 years ago.

Ruby chocolate, as it is being called, has been in development for 13 years since the company said it first discovered a new type of cocoa bean during experiments and refinements in their labs. However, it wasn’t until two years ago that the company decided there was finally a global market for a pink-hued chocolate that was about “pure pleasure and hedonistic delight”, said Peter Boone, chief innovation and quality officer for Barry Callebaut.

The flavour has been described by the company as “a tension between berry-fruitiness and luscious smoothness” but no extra colours or flavours are added to create the pinky hue, which instead comes from a powder extracted during the processing. It is not as sweet as milk chocolate, according to its creators, with a lighter flavour instead.