Don't call this chocolate 'Millennial Pink'

Swiss chocolate maker, Barry Callebaut AG, have made a breakthrough in chocolate that we're all very excited about. The attractive new hue is the latest natural colour in chocolate since Nestle starting making bars of white chocolate more than 80 years ago.

Just don't call it "Millennial Pink". The Zurich based company prefers to refer to it as "Ruby chocolate". (Ahhh come on, it's definitely Millennial Pink!)

The chocolate is not dyed or coloured in any way, it achieves its colour thanks to the way it has been processed, using cocoa beans sourced from the Ivory Coast, Ecuador and Brazil.

“It’s natural, it’s colourful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate,” Barry Callebaut’s CEO Antoine de Saint-Affrique told Bloomberg in a recent interview. “It has a nice balance that speaks a lot to Millennials.”

The product has been tested in various markets including the UK, US, China and Japan - and in a welcome twist, China have responded exceptionally well (a nascent market for chocolate) - perhaps due to the attractiveness of the pink colour in that market.

It'll be a while until we can get our hands on the Millennial pink chocolate. Sorry, ruby chocolate. But we're guessing we'll see rows upon rows of the sweet, Instagrammable hearts on shelves next Valentine's Day.