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Crowdfunding platform created for ruby chocolate

KitKat Ruby Cranberry

Ruby chocolate founder Barry Callebaut unveiled a new online platform to coincide with the one year anniversary of its creation. Consumers can now share their ‘rubylicious’ moments and give their messages for artisans and brands to come up with more product innovation using ruby chocolate.

The new website ( also has a digital map of the world to show consumers where they can purchase what has been dubbed, the fourth type of chocolate.

“Inspired by tech initiatives who were co-created by the crowd, such as the game Minecraft and open source operating systems Android and Linux, the fourth type of chocolate introduces its own crowdsourced platform. is a democratic asset. The ultimate goal is, by facilitating the consumer’s voice, to develop this new chocolate category,” said Bas Smit, global vice president marketing of Barry Callebaut.

Barry Callebaut is a manufacturer of high-quality chocolate and cocoa products. Ruby chocolate took more than 10 years to develop before it was launched to the global market. This type of chocolate has berry-fruitiness without the addition of artificial flavours.

Marking the first anniversary of ruby chocolate on Tuesday in Japan, Nestlé has rolled out recently the new KitKat Everyday Nuts and Cranberry.

Pâtissier chef Yasumasa Takagi created the new chocolate made with ruby chocolate, nuts and dried cranberries. This new range will be available in retailers in Japan.

Currently the chocolate variant is sold in 26 markets. In Japan, KitKat with Ruby chocolate is the best-seller product in the KitKat Chocolatory boutiques, accounting for 30 per cent of sales last year.

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