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Ruby Chocolate: a gift of nature

Ruby Chocolate: a gift of nature

The Story

Van Houten has been manufacturing cocoa powder since 1828, when its founder, Coenraad Van Houten, pioneered a process to manufacture cocoa in Amsterdam, Holland. The result was a tastier and more soluble cocoa powder which spurred the growth of the hot chocolate drink industry.

Riding on its success, Van Houten expanded rapidly and by the end of the 19th century, it had expanded into the United Kingdom, the United States, France and Germany. By then, the Van Houten name was synonymous with high quality cocoa powder.

Van Houten’s discovery, also paved the way for the subsequent manufacture of the chocolate bar. This eventually made volume production of chocolates possible and also made chocolates affordable.

Combining a rich history, commitment to quality and innovative spirit, and continuing their pursuits of discovery, Van Houten brings us the World’s first Ruby Chocolate drink powder. Ruby is the 4th type of chocolate and an entirely unique taste experience to stimulate the senses.


Ruby Chocolate: a gift of nature

Traditionally in cocoa bean processing, after the fermentation stage (which removes the outer pulp from the cocoa beans) the beans are put out to dry. At this stage, they are a deep red, wet, and intensely sour from the bacterial fermentation. This sourness fades as the beans dry.

To create ruby chocolate, Van Houten prematurely stop the fermentation and drying stage in order to form a vibrant red color.


How about the taste?

There’s nothing like it, quite different from traditional, and more similar with white chocolate texture. Ruby provides a balance of fresh berry fruitiness and luscious smoothness.


Maybe you’ve already tried Ruby?

World-known brands have already welcomed it in their portfolio:

KitKat was the first to launch ruby chocolate in 2018 and has since then extended the range with new products.

Magnum was the first ice cream brand to launch ruby chocolate in Jan 2020. Ruby has now become #3 in Magnum’s range!

Costa Coffee launched Ruby Hot Chocolate in 2020

The 100-year-old Italian brand Baci has launched a limited edition with ruby chocolate

Starbuck’s RubyFlamingo Frappuccino, an indulgent refreshing treat, was launched in May 2020.


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