While familiar and delicious, chocolate, for the most part, is a predictable indulgence. Since it was thrusted into your life the moment you developed baby molars, you've likely only known chocolate in three colors: dark, milk, and white. But given the need to reinvent what we've held dear for generations, a new chocolate hue has been developed -- just in time to consume your Instagram feed.
The Swiss chocolatiers at Barry Callebaut revealed a ruby-red hued chocolate on Tuesday, marking the first time in 80 years since a new color joined the sugary ranks of the treat we all know and love. Unsurprisingly, the "ruby chocolate" is being shamelessly marketed to millennials, you know, because it's pink and insanely photogenic.
"It’s natural, it’s colorful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate," the company's CEO, Antoine de Saint-Affrique, told Bloomberg. "It has a nice balance that speaks a lot to millennials."