What is Ruby chocolate?

Business Insider spoke with Angus Kennedy, editor of Kennedy's confection magazine, about the newly created fourth chocolate, Ruby.
"Ruby chocolate we’re not going to see on the market for quite a long time but the ruby chocolate has been claimed to be the fourth chocolate..."
" It’s a heavily guarded secret but basically, there is a cocoa bean that they have identified. Now if you look at a cocoa bean casing, they’re actually sort of pink and purple when you see photographs of them".
"...If you want to know how it tastes - ruby chocolate - it’s really easy. You can do this at home. So, get yourself a piece of white chocolate, put that in your mouth first. Have a couple of raspberries, mix them up. Now put in some milk chocolate, kind of chew it around. Then swallow it. That’s ruby chocolate."
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Business Insider UK is the largest business news site for British readers and viewers in the UK. Our mission: to tell you all you need to know about the big world around you. The BI UK Video team focuses on business, technology, strategy, and culture with an emphasis on unique storytelling and data that appeals to the next generation of leaders.

[@maythesciencebewithyou]

Sounds like he's mad, that he didn't get to market it.

[@danianterzic9890]

I felt like I didn’t get any information whatsoever about ruby chocolate.

[@aveaillium8754]

Trust me, for the prize I paid, it was nothing extraordinary.

[@asthenamesuggests9513]

@@TuriGamer actually, it tastes quite deep, it's almost like a raspberry mixed with cherry and a little bit of strawberry. And I'd say the price is fair considering how much work it takes to make cacao bean tastes fruity without adding in fruit or any other flavoring ingredients.

[@stupidboba92]

@@TuriGamer no its not its another cocoa bean

[@stupidboba92]

@@TuriGamer it tastes like strawberries on its own just google ruby cocoa bean

[@xXAnni3LuvsYhuXx]

danian terzic and He gets paid to do this job! Someone fire him!

[@johnmonty7077]

he was hating

[@linusmlgtips2123]

No other manufacturer has this type of chocalate or else they would have been vocal about it. Nestle is already making kit kats of this new chocolate.

[@diannikastarr8826]

its fruity without additives. They didnt add flavors to mimic fruit... it is the natural flavor of the chocolate

[@turnupthewhat4583]

LinusMLGTips It’s not popular and never will be.

[@Tenshii_Artii]

@@dilly_6274 I actually chuckled at that comment, considering i am eating some at this very moment, while noting that we still have some ruby icecream in the freezer. That comment did not age very well.

[@Bittzen]

The flavor comes from an acid treatment of citric acid. The color is from using raw or barely fermented cocoa beans and using acid on them. So technically, by the way it's made, it's a fourth chocolate

[@evelynrobinson9946]

That was way more insightful then the actual video.

[@thedarkphantomtdp117]

if what the company says is true then yes. However they are quiet about the process so we don't know if they are telling the truth or not.

[@adityasista1836]

fun fact, the original red velvet cake was made using pure cacao in acidic environment in New York. So people kinda knew that chocolate in acid environment gives a reddish tinge.

[@Kimo0tJJ]

So that is kind of the same process as how red velvet cake is made? Oh sh-t! Now it all makes sense O_O

[@cjbartoz]

Like grapes for fine wines, cocoa beans are influenced by the terroir in which they grow. Deruby cocoa beans grow under unique climate conditions and can be found in Ecuador, Brazil or Ivory Coast. This true gift of nature’s exceptional composition results in the natural ruby color of the fourth chocolate - all is included in the bean itself without adding any colorants or fruit flavorings. To unlock the properties of the Deruby bean and create ruby chocolate, the full production process from the Deruby cocoa bean to the ruby chocolate is carefully managed. Fermentation, temperature, conching time and the acidity level are key process parameters. Like for any dark, milk and white chocolate, the unique processing is key. Chocolate does not grow by itself, it’s the processing of the ingredients that unlocks the colors and flavors that are naturally present in the beans. The same is true for ruby chocolate. The Deruby cocoa-derived material must comprise of at least 20 mg/g of polyphenols, preferably more than 30 mg/g of polyphenols, most preferably from 40 to 60 mg/g of polyphenols. After the unfermented Deruby cocoa beans (or beans fermented for no more than three days) have become red or purple after treating them with citric acid to pronounce the colors and flavors, they are degreased with CO2. Ruby chocolate has a pretty pink color, fresh fruity taste and slightly sour profile with berry flavours through it. When using ruby chocolate be mindful that it is sensitive to moisture, oxygen and light. It is advised that you store it in its original packaging to maintain the color and shape. There are mainly 2 versions: - low viscosity, Fluidity 3, Min. % Dry cocoa solids 40.3%, Min. % Dry milk solids 22.5% - high viscosity, Fluidity 2, Min. % Dry cocoa solids 40.3%, Min. % Dry milk solids 23.5%

[@creapis]

He clearly does not understand why it is called 'the fourth type' of chocolate. Of course there have been various colours of chocolate around for a while, but other substances are added to them to give them another taste/colour. The reason why ruby is unique, is because it retains its colour and has a sweet taste of its own and is therefore not just some "white choclote with some raspberries".

[@tjensen6340]

The man works in the chocolate industry , editing a magazine that centers around the chocolate industry. His JOB is to know chocolate. Somehow, I think he's not the one who "clearly does not understand".

[@YeenQueenTTV]

@@tjensen6340 Yes, because it's ABSOLUTELY unheard of for someone in an industry to not know every single tiny detail of it, because they are flawless fonts of eternal knowledge within their craft. Oops, left my sarcasm setting on, sorry about that.

[@tjensen6340]

@@YeenQueenTTV Should have worried less about the sarcasm and remembered to turn off your "butt-hurt".

[@Bittzen]

@@tjensen6340 The expert was wrong, though. Ruby chocolate doesn't just maintain the original color, it's not fermented as long as most chocolate, and the beans are given a citric acid treatment instead. The cis is what gives it the sour or fruity flavor

[@bigtone7824]

Its fucked up because his description of real ruby chocolate is not right, i can take white chocolate and blueberries and make blue chocolate but thats not same thing!

[@nimarus3118]

I'm eating a piece of ruby chocolate now and it's definitely has a fruity flavor to it. It's not milk or dark chocolate and doesn't taste like white chocolate to me. It's quite delicious.

[@user-lt1jd1ye3v]

It tastes like white chocolate mixed with berry to me

[@AcornPower]

I’ve tasted ruby chocolate and it’s actually really fruity and I would consider if a fourth type of chocolate

[@NominsMarriageOfficiant]

White chocolate isn't even chocolate. If that could be considered chocolate then so can ruby

[@arykie7032]

​@@NominsMarriageOfficiantyeah well everyone in the world calls it 'white chocolate' with no issues and ruby chocolate is literally made from cocoa beans just a little different type 😅

[@99xara99]

So I'm eating it right now actually and I think it's really tasty 🤷 His description in the end is fine. But the video didn't teach me much.

[@whitestguyuknow]

Did it actually taste like raspberries?.. I've never had it but for some reason it sounds really unusual that it'd turn a raspberry flavor if they didn't specifically add for that... But hey I'm no chocolatier lol Edit: It seems the comments are better at describing it in general compared to the video lol People *are* saying it has a fruit like flavor. I'll have to buy a little bit somewhere and check it out for curiousities sake

[@99xara99]

@@whitestguyuknow Yea it was a little bit fruity and slightly "sour" I think

[@KingHaroun420]

@@whitestguyuknow so have you tasted it ?

[@welpitsnatalie372]

@@KingHaroun420 I’ve tasted it. Such a yummy and fruity taste. If you can’t find it near you I suggest just going to Walmart and buying the Magnum Mini Ruby Icecream. It’s vanilla icecream popsicles with Ruby chocolate on the outside and it’s $5 for 6. Tastes AMAZING

[@artyreine4241]

@pokopi83ko I have the KitKat ruby!

[@jambutterhoney2507]

someones hating cause he doesnt know how to make the pink chocolate lol

[@thedarkphantomtdp117]

lol

[@poisonousingot222]

Bs. I tried the ruby kit kat recently and it was like no chocolate I’d ever tasted before

[@-cubeau-7798]

I ate this type of chocolate pure

[@Unique77783]

Rt

[@craftyhamster6353]

Yeah I feel like it’d would be completely different?? I’ll update when I actually try it though in like two months.

[@timaustin2000]

Wow, all we got was this guy's snobbish disparaging.

[@khestal]

He was talking ruby chocolate down, wasn't he? Like he was angry he wasn't given the recipe and now he's trashing it lol

[@rachelamber2456]

He just has brain. A lot of experts from chocolate industry claim it is fake. They 'don't tell the recipe' because it is just ordinary chocolate with some flavor, the choco beans can be only brown, the pink do not exist"

[@diamondcathead]

That didnt explain anything about what ruby chocolate is.

[@rich1051414]

It's chocolate made from a specific bean using a different processing method. The chocolate tastes like fruity white chocolate.

[@thedarkphantomtdp117]

@@rich1051414 actually its made with the same bean. but take it as green bananas that's not ripe. Basically raw cocoa beans that's processed to maintain the actual colour.

[@lorapoo8352]

I’ve had a ruby chocolate bar filled with passion fruit

[@Kimo0tJJ]

I once had ruby chocolate and I didn't know it was ruby chocolate. I just thought it was white chocolate with red food dye. So when I ate it I almost spit it right back out because I didn't expect the fruity tang lol. But that didn't mean I didn't like it tho. I did. I just didn't expect the flavour lol

[@ebiUsher]

this dude is so damn salty, it's ridiculous

[@eliftr06]

His ideas are way too subjective. It can be clearly understood that he did not even bother to try to understand the reasons why the Ruby chocolatte has been considered the 4th type of chocolate in the first place. That's all about invention. I wonder what he would say about the white chocolatte, for example, if it had been invented in recent years. "You can't just take cocoa solids out of it and call it a chocolatte!". Well, here we are!

[@onigiri9189]

how do i apply as a chocolate taster

[@samara1303]

Imagine eating chocolates as your job 🤤

[@bcfcbluenose8812]

I would be good at that :) (I'm not fat)

[@cronchycorgocat1376]

Wait so his job... is to taste... chocolate... yup. That’s a life goal.

[@sumtingwong8592]

The secret ingredient is ...people.

[@glebkorniyenko1084]

Me after watching every video that claims to explain something about ruby chocolate: Alright then, keep your secrets

[@simon.t-c]

Disagree. Tastes completely different to normal chocolate. It also doesn’t taste like raspberry chocolate. This guy is trying to put down something for the sake of it. Typical critics!

[@DragonMasterSubo]

Typical consumer! Falling for a marketing ploy when a professionals is telling you it's BS! (It's white chocolate + citric acid)

[@caro_santamaria]

He certainly is not happy about Ruby chocolate... I'll keep searching for some actual information... 🙄

[@nscott2590]

This video 😂 the title has nothing to do with this man being bitter about not creating ruby chocolate

[@anonymouschannel2161]

I only had a biscuit with ruby chocolate on top (you get those world market, but it’s limited), and i really wanna try a pure ruby chocolate, but it really does taste like a fruity, milky chocolate, and has that bitterness of a natural berry.

[@LWT1331]

Explain to me how adding milk and sugar to chocolate is any more authentically it's own type of chocolate. That said, unless they stop being so idiotically secretive about how it's being made, how can they expect us to believe it's the real deal.

[@moopmoop345]

Magnum brought me here

[@El_bean.er777]

This is a quick BETTER description of the chocolate The Ruby chocolate is very confusing in a way. It has a lot of overlapping flavors that I want to describe very detailed. At first the flavor starts with a semi-sweet milk chocolate, then there is a hint of raspberry, and then there’s a mixture of white chocolate like taste and also other berry like flavors. The aftertaste leaves a coffee creamer like flavor or if you’ve ever tasted Nido, it taste like that. Overall, the flavor is very distinct but to fairly simply describe it, *it’s a milk chocolate with berry hints.* It’s not a bad flavor tbh my ranking on all the four chocolates is the following 1st- Drak Chocolate 2nd- *Ruby* Chocolate 3rd- Milk Chocolate 4th- w h i t e 🤢

[@everythinggirly916]

Huh, that's a pretty good description. To me, it tasted like white chocolate and some sour fruit, then there was a strong coffee aftertaste. Not much of a fan since I'm not a coffee person.

[@mehere337]

If I'm just eating a bar of chocolate...then I'd take milk or ruby over dark any day. But, I've never tried the Drak chocolate. What's that like?

[@maakatea8]

The comment section of this video is more informative than the video itself :/

[@Aurora-kq7bo]

He's so negative lmao it is new and he's salty bcs he didn't get the recipe it ain't simple if it was y'all would have done it. Rudy is way more thick it's over 50% nothing like white. As pastry chef I'm amazed this man even made this video bcs all arguments were wrong and there was zero facts

[@maythesciencebewithyou]

Why is milk chocolate considered another type of chocolate?

[@iidavaan9339]

Who else watched this while eating a kitkat ruby chocolate flavor?

[@spitz5183]

Me!

[@someoneyoumightknow2795]

I wanted to know if it was just red fruit chocolate Haha

[@Bocchi-the-Rock_]

He's wrong, dark chocolate is still the brown of chocolate with less cacao, but there's a higher concentration so it just looks chocolate. The reason 99% cacao being black isn't the fourth chocolate is because the rest are the same color, they're just more diluted. Ruby chocolate is obviously much different

[@codywilson7521]

This guy is clearly pressed someone stole his idea

[@Kikosempai]

Okay, so he came on camera to say nothing and bash the Ruby Chocolate for being just raspberry-ish white chocolate and thats it? like sure pop off sis, but give us more info and less of the half-ass explanation.

[@El_bean.er777]

Aleksandr Jekimov The chocolate is very confusing in a way. It has a lot of overlapping flavors that I want to describe very detailed. At first the flavor starts with a semi-sweet milk chocolate, then there is a hint of raspberry, and then there’s a mixture of white chocolate like taste and also other berry like flavors. The aftertaste leaves a coffee creamer like flavor or if you’ve ever tasted Nido, it taste like that. Overall, the flavor is very distinct but to fairly simply describe it, *it’s a milk chocolate with berry hints.* It’s not a bad flavor tbh my ranking on all the four chocolates is the following 1st- Drak Chocolate 2nd- *Ruby* Chocolate 3rd- Milk Chocolate 4th- w h i t e 🤢

[@Lostouille]

@@El_bean.er777 stfu white chocolate is the best

[@El_bean.er777]

@@Lostouille I like your funny words magic man 😃

[@Lostouille]

@@El_bean.er777 Just joking but I'm not a man and still white chocolate is the best U_U

[@KuchiKaeschtliTV]

lol comparing ruby with white chocolate with raspberry is so wrong. it's nothing like white chocolate at all rather normal chocolate with slight furity taste instead of bitter. too sweet for my taste but the sweet flavor is naturally and doesn't taste as fake as normal chocolate with berry flavor so recommend this chocolate for those people liking it sweet.

[@KevinArcade87]

Ruby chocolate doesn't taste like raspberry at all. It tastes like slightly sour white chocolate. It's not bad just different

[@irememberla6460]

I m eating ruby chocolate now... Yummy!

[@k333r]

how condescending,,, like he's tried it before?

[@OO-ts5ow]

I think this Angus guy is the mouthpiece of existing chocolatiers. 🙄 This ruby choco is a competition, that's why.

[@Unique77783]

It's really good I'm actually eating Häagen-Dazs crispy TRIO layer Ruby Cacao Crackle now. The ruby chocolate is good! 😋

[@andyzzzz2543]

Ruby chocolate is more than that and in Switzerland we had it for quite some time.

[@TheHelenSharp]

He has work of MY dream - tasting chocolates 🍫

[@Xighor]

Like a Fruity White Chocolate is the way I remember it but that's the brand I tried

[@Jazzgin]

He wishes he discovered that but since somebody else did, he hates what he’s talking about.

[@user-te5zc9of5s]

"Tell us you got your job via nepotism and not competency without telling us you got your job via nepotism and not competency..."

[@jewgirl952]

Back in the 1960s, when I was a child, there was a sweet shop on Atlantic Avenue in Atlantic City, NJ that sold homemade candies, and they sold pink chocolate, as well as dark, milk and white chocolate.

[@hdofu]

I love his description of the flavor as it’s so dead on

[@Serenity800]

Currently eating ruby cocoa chocolate right now and searched it to know more about it.

[@walmart_beds]

Ruby chocolate is my favorite And im 100% ruby

[@kaldiz]

Is there a single correct answer in this vid? wtf.

[@ArksJunction]

Im actually quite excited about tasting this chocolate!!!

[@Brando90198]

Arks Junction Trader Joe’s has them now.

[@AngelinaX23]

Texture is almost as important as taste. Is it dry and crumbly, waxy, does it melt quickly in the mouth, what about aftertaste?

[@Eiramilah]

It’s very creamy. It does taste like raspberry cheesecake

[@jaduvalify]

This guy doesn't know what he's talking about. I have eaten ruby chocolate and its exceptionally delicious. It has a very distinct naturally buttery, rich, fruity, nutty flavor. It is truly delicious, but uniquely different from other chocolate types. Try it for yourself. This guy is downplaying the product for likely some personal reason.

[@princessofpigs]

Anyone who hasn't tried it I can confirm it doesn't taste like white chocolate. It's the texture of chocolate but slightly acidic and not as rich.

[@SoapySuds_]

I watched this to know ehst to expect from my ruby bar

[@verzeda]

RUBY CHOCOLATE IS PEOPLE!!!

[@blueturtle3623]

Was this guy really the best expert they could find? Why not talk to someone who actually makes it?

[@OO-ts5ow]

And why not say where people can source or buy the ruby chocs?? He is obviously biased and a PR guy for the existing choco companiea. Business Insider, please get an independent person for your segments. 🙄🙄🙄

[@andrewl3692]

Is everyone this desperate to argue??? People are going back and forth about chocolate??

[@dennisclass]

Comments section is 20X better than this video! I do appreciate the video, as it led me to the wonderful comment section! (Angus writes? For whom? Dentist magazines?)

[@wren3216]

It tastes like.....chocolate

[@CRISFILMM]

Is it coloured and tasted with berries or it is pink cocoa plant?

[@ecowolf228]

99% dark chocolate is dark chocolate not black chocolate. It has nothing to do with a new color. He says it's not a new type of chocolate, it's just a different way of processing cocoa beans that's highly secretive to give a product unlike the three other kinds of chocolates. That's what a new type of chocolate would be. You can't just mix berries with milk and white chocolate to get the taste of ruby chocolate and say that's all it is. He's going to be butthurt about ruby chocolate until he knows how to make it.

[@hvideos2832]

Who came here after seeing the magnum commercial?

[@ggukshands]

the chocolate lowkey has a lemon taste🤧

[@shermgoblin1507]

Literally just tastes like Raisinettes..

[@Ama-Elaini]

I've seen green chocolate that was actually white mint chocolate. Looked like a bar of soap though.

[@Rainbowkittymew]

Yooo that's cuz it WAS soap dood! Y'all ate soap like wtf? :(

[@Ama-Elaini]

@@Rainbowkittymew 😂

[@catalina9844]

@HerculesCandy makes goodies with ruby choc now!

[@masonreed6845]

tastes like cheesecake to me, with a slight chocolate aftertaste

[@docacuwatson]

It tasted like raspberry-infuses white chocolate to me

[@MsObeyy]

White raspberry chocolate??? HEAVENNNN 😍😍😍

[@barohilhampton541]

So what you're saying is he's [99% cacao] about not getting the ruby chocolate recipe? ;)

[@yesikanarvaez5027]

Is it expensive?

[@dominantshxrk4649]

Yes

[@mysteriousworldofplants]

There is one more chocolate . It is called cupaucu chocolate

[@amazingak82]

Omg my favorite chocolate is white chocolate and I love rasberry it can be perfect lol😋

[@ashleychanforever]

I just ate it and it's REALLY good. Tastes a bit sour but idc

[@pampoovey6722]

ruby chocolate is just white chocolate with better PR

[@davidpar2]

It has a sourness to it that I don’t really care for

[@BrunoSantos-sb6vh]

So, basically it tastes like disappointment. K.

[@simswyd]

Nop it taste like berry buy bit salty and milky white chocolate

[@morningbrainfog3763]

It’s smooth, silky, and has a berry undertone. Actually really good

[@OO-ts5ow]

This author may have invented the fifth chocolate, the bitterest type of chocolate. 🙄

[@dumpling3309]

This became news a long time ago and yet it hasnt been on the shelves on many stores. I knew it long ago this would only be some fuzz.

[@Sevren_]

@Simz Zxy yeah, Kit Kat sells 2 types of ruby chocolates in Japan

[@jaclynwilliams6136]

Currently eating one from World Market. It's not bad at all very different

[@No-cw3bh]

It tastes like cheddar cheese to me

[@vedantkale1163]

Okay but how does real ruby chocolate taste like?

[@asthenamesuggests9513]

Actually, it tastes quite deep, it's almost like a raspberry mixed with cherry and a little bit of strawberry. It also has this natural saltiness you sometimes get in tropical fruit like pineapple and mango. And I'd say the price is fair considering how much work it takes to make cacao bean tastes fruity without adding in fruit or any other flavoring ingredients.

[@samkelly5045]

As The Name Suggests yeah I’ve tried it before and I love it. Your description works quite well, however some people have had more of a sour and tangy taste to it, but it’s probably just too much of a complex flavour for everyone to fully taste it properly.

[@bjornhelgi6342]

It is not a raspberry tasting white-ish chocolate

[@mokulenable]

The taste is VERY weird -- fruity.

[@Shinobi33]

Its alright. Tastes a little like a fruity bubblegum

[@Aurora-kq7bo]

He also clearly has never tasted it or his taste is ruined but I guess that goes bad when u age

[@_Stxxx]

Him: my job is to test chocolate Me before I saw this: I dunno what I wanna become when I grow older Me after watching this video: I wanna become chocolate tester

[@DeezN00tz99]

it tastes like its not even related to the other chocolates, im not buying the "its just unripened" thing

[@houchi69]

The event they showed...why are people's dress code so different?

[@Aaron1TNT1]

Silence Slugworth!

[@latishasinghh]

Pure waffle

[@Athens561987]

Milk Chocolate + black pepper = Ruby Chocolate Sorry it's the only way i can describe its taste to you guys , it's a little salty/spicy , also if you eat 3-4 chocolates in a row it tastes like a regular milk chocolate

[@oldaccount7201]

White chocolate is not real chocolate...

[@imjustanormalchannel5401]

Ruby chocolate just sounds like raspberry and strawberry chocolate .0.

[@lenngyn25]

Dark,Milk,White, STRAWBERRY! Ever heard of that

[@ly1295]

i agree with him lol. i had a ruby chocoate kitkat and it just tastes like normal chocoate with VERY light notes of berry. However, that probably comes from the association of pink with berry