Zurich-based chocolate and cocoa products manufacturer Barry Callebaut has officially launched ruby, its fourth type of chocolate product in US and Canadian markets.

The initiative is part of Barry Callebaut’s global launch plan and follows the rollout in Asia, Europe, Australia and New Zealand markets.

In September 2017, the company unveiled ruby chocolate, which is produced using ruby cocoa bean.

“Given the fact that ruby satisfies an unmet consumer need, we decided not to trademark ruby chocolate.”

Barry Callebaut Americas CEO and president Peter Boone said: “Fueled by the overwhelming consumer response around the globe, Barry Callebaut collaborated with a small group of pioneering artisans over the last six months to soft launch ruby in the US marketplace. The sales of those consumer products have been very strong.

“As a result, to help ensure that our business partners have access to the product, we feel that now is the time to take the next step in our global roll-out campaign, and introduce ruby to the entire North American market.”

In order to obtain a US standard of identity, Barry Callebaut is working with the US Food and Drug Administration (FDA) and plans to begin test marketing ruby chocolate.

Barry Callebaut Group Marketing global vice-president Bas Smit said: “Given the fact that ruby satisfies an unmet consumer need, we decided not to trademark ruby chocolate across the world, as no one should “own” ruby. We aim for category growth and to have ruby accepted as the fourth type of chocolate.”