Barry Callebaut, the Swiss manufacturer of chocolate and cocoa products, has been granted a Temporary Marketing Permit (TMP) by the US Food and Drug Administration (FDA), clearing the way to market Ruby as the fourth type of chocolate, after dark, milk and white, in the country. Ruby’s unique taste, color and composition is made from the Ruby cocoa bean through a unique processing method and it’s been making waves across Europe and Asia following successful and Oceania.

“Barry Callebaut has established itself as a pioneer and innovator in chocolate and cocoa, globally. With the approval of this TMP, we will move forward with our customers in introducing Ruby as chocolate to the US market,” says Peter Boone, CEO and President, Barry Callebaut Americas.

The TMP is an important step towards establishing Ruby chocolate as the fourth type standard of identity for chocolate, the first time a “new” type of chocolate has been created in decades.

The TMP allows Barry Callebaut to formally measure consumer acceptance in support of a future petition for such a new standard of identity. Ruby chocolate has already been welcomed as a breakthrough across the globe and has been introduced by more than 60 brands across all continents.

Ruby chocolate, officially launched by Barry Callebaut in September 2017 in Shanghai, China, after more than ten years of development. It has a unique fresh berry-fruity taste and a pink-hued color from the Ruby cocoa bean. The taste experience is described as an intense sensorial delight – a tension between berry-fruitiness and luscious smoothness.

During the launch, Boone said that “Ruby chocolate meets consumer needs in a way no chocolate has ever done before.”

Ruby offers a totally new taste experience, with its intense taste and characteristic reddish color. The ruby bean is unique because the fresh berry fruitiness and color are naturally present.

Since its launch, this new variety has been introduced in Asia Pacific, Europe, the Middle East and South Africa by both consumer and artisanal brands, including Prestat, Baci Perugina, KitKat, Leonidas and Fazer. Ruby chocolate also made waves during ISM 2019 in Cologne, Germany, as the “fourth type of chocolate” was given its first moment in the major trade show. Just over one year after Nestlé debuted its KitKat Ruby in Japan and South Korea, at least eleven chocolate manufacturers presented new ruby chocolate products, from hollows to pralines, at the event.

In May, Ruby chocolate entered the US market as part of the company’s global launch plan, following successful roll-outs in Asia, Europe and Oceania.

In the US, Ruby has already been successfully introduced in recent months featured as Ruby cacao bars, Ruby truffles and more. After passing this important regulatory milestone, Barry Callebaut will continue to work closely with the FDA toward recognizing Ruby chocolate with its own standard of identity.

Looking ahead to the future, Barry Callebaut notes that the Ruby portfolio will be extended to include decorations, ice cream coatings and more.