KitKat Introduces the First-Ever ‘Ruby’ Chocolate Bar
But how far would you travel to get one for your Valentine?
Image: Nestlé Japan
So many questions were raised when Barry Callebaut released its brand-new, market-redefining "ruby" chocolate back in September. Namely, WHERE AND WHEN CAN WE BUY IT?! Whoa, slow down with those majuscules, Ponyboy, because the time is now.
On Thursday, Nestlé announced that its KitKat Japan brand was launching the “KitKat Chocolatory Sublime Ruby,” the first commercially available candy bar to feature Callebaut’s new confection. Ruby chocolate is a proprietary product that differs compositionally from dark, milk and white chocolates. Nestlé explains that the coloring is natural and the flavor profile is “reminiscent of berries.”
The ruby chocolate KitKat bar will be available to consumers in Japan and Korea both online and in KitKat Chocolatory stores, just in time for Valentine’s Day. Single bars will be available in limited quantities for $3.60 (¥400) per bar, while Sublime Ruby gift boxes with an assortment of flavors will be available in two sizes beginning February 1st: $16.20 (¥1,800) for five different bars or $21.60 (¥2,400) for seven.
This is, naturally, to the dismay of everyone who does not live in Japan and Korea. Ruby chocolate is still awaiting approval from the FDA, so US consumers will still have some time to kill before this millennial pink invention starts popping up on shelves.
Yasumasa Takagi, owner-chef of Tokyo’s Le Pâtissier Takagi, oversaw the development of Sublime Ruby.
“I am extremely honored to be part of this landmark moment in the history of chocolate, with which I have worked intimately for over thirty years,” said Chef Takagi in a press release. “I have created an especially simple KitKat that allows you to enjoy the characteristic fruity fragrance and subtle acidity of ruby cacao to the fullest.”
Japan is a logical test market for the new KitKat product, since the local pronunciation (kitto katto) is strikingly similar to the phrase “win without fail” (kitto katsu). KitKat bars have become something of a good luck charm for Japanese test takers for this reason.
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