We are all familiar with various chocolates – milk, dark, and white – but have you heard of “Ruby chocolate” yet? The new chocolate was developed by a Swiss chocolate maker, making it the first new natural color for chocolate since white chocolate hit the market more than 80 years ago!
Ruby chocolate has a pinkish color and a fruity flavor; it uses a special type of cocoa bean that has a natural berry flavor that has been described as both sour, yet sweet. The product is expected to help grow sales in the stagnant global chocolate market. The new flavor has been tested in various countries, including the U.S., U.K., China, and Japan. The positive response is particularly strong in China where the color red is attractive in the marketplace.
The beans used come from specific regions and countries, and the color is due to the powder which is extracted during processing. No berries or colors are added, making it the first time a natural reddish chocolate is produced.
What’s your favorite chocolate bar?
Group Activities and Discussion Questions:
- This article fits in nicely with the in-class activity of designing a new candy bar (Chapter 1).
- Divide students into teams. Assign each team a specific target market and have them develop the marketing mix for a new candy product of their choosing.
- Next, show Ruby chocolate: https://www.barry-callebaut.com/
- What target market will this appeal to, and why?
- Have students now revise their marketing mix to promote Ruby chocolate products.
Source: Bloomberg News, New York Times, other news sources