Revealed: Why Ruby Chocolate Is Fake

ruby chocolate con

Before you buy into this “new chocolate” there are some important things to note. Look at the claims and all is not what it seams with ruby chocolate.

Ruby chocolate has been dubbed the 4th chocolate after dark, milk and white by it’s creators. How ruby chocolate is made is a secret but a bit of research uncovers all is not what it seems.

fresh cocoa pod

Ruby Cocoa Beans

This refers to a cocoa bean that has been processed to make ruby chocolate. There’s not a newly discovered variety of cocoa bean called ruby and the marketing around this product is misleading. Ruby cocoa beans are made from the same regular cocoa beans.

Cocoa beans grow in a purple pod and when unprocessed they have a purple tint. The purple colour is usually lost after fermenting so a change in this process could retain the purple colour that becomes pink once mixed into the final ruby chocolate. A patent from the makers of ruby chocolate indicates less processing is involved.

This colour is probably from less fermenting. Because it’s a niche product ruby chocolate costs more although less work is involved. Similar to the difference between cocoa and cacao and why cacao is more expensive.

Ruby chocolate has none of the deep cacao taste you expect of chocolate, indicating it hasn’t been fermented to develop the complex flavour tones.

kit kat ruby cocoa beans

Eating With Your Eyes

When you taste food you don’t just use the sense of taste. Your other sensory functions of look and smell also affect the taste, weird but true.

When an artificial flavour is created they spend more time on the aroma than the actual flavour as the smell is interpreted by the brain and does significantly change the flavour. If you don’t believe me, try eating a meal with a peg on your nose and see how different it tastes.

Eating with your eyes is relevant to ruby chocolate as people (in my limited research) often say it tastes like berries and fruit. However if you taste it without looking the flavour is described as more of a tangy and sour.

Ruby chocolate has very little cocoa flavour so some see it as a cost-cutting product to make more money as lower grade cocoa beans could be used.

ruby chocolate taste

Ruby Chocolate Recipe

The secret ingredient, that’s not so secret as it’s on the packet, for ruby chocolate is citric acid.

Ruby Chocolate Ingredients (Sugar, Cocoa Butter, Skimmed Milk Powder, Whole Milk Powder, Cocoa Mass, Emulsifier: Soya Lecithin, Acid: Citric Acid, Natural Vanilla Flavouring)

Ruby Chocolate contains Cocoa Solids 47% minimum and Milk Solids 26% minimum

This citric acid gives it the sour tangy flavour that many think tastes like berries as their brain sees the pink colour and berries are very acidic.

Many people have confused raspberry white chocolate with ruby chocolate. The whole point of ruby chocolate is that nothing is added to colour and flavour it. While the colour can be naturally achieved via processing a flavouring has almost certainly been added with the citric acid. Meaning ruby chocolate isn’t really much different to the similar looking chocolates that have existed for a long time, possibly worse as it doesn’t contain any real fruit.

I don’t want to stifle innovation, but ruby chocolate does seem to be a marketing ploy in the world of looking for ever more instagramable food.

Not all ingredients used during processing are listed on the label as if they’re under a certain amount and lost during processing they aren’t required to be listed by many countries legislation.

kit kat ruby chocolate ingredients

Ruby Chocolate Kit Kat

The only mass market product that contains ruby chocolate is the ruby Kit Kat by Nestle. This bar has added flavourings that really renders the whole point of this “new taste sensation” pointless.

The ruby kit kat is widely available in Tesco stores across the UK and has had a very mixed reception. Maybe the makers of ruby chocolate have struggled to get much attention for the alleged 4th chocolate as a high-quality premium ingredient so did a deal with Nestle to avoid stocks going to waste.

ruby chocolate bar

Vegan Ruby Chocolate

Ruby chocolate is very similar to white chocolate as it’s mainly cocoa butter, sugar and milk. As only the one company (callebaut) makes one variety of couverture ruby chocolate it’s not vegan. There has been talk of a vegan variety of ruby chocolate in the future but nothing is available at the moment.

TLDR Ruby Chocolate

Ruby chocolate is just less processed white chocolate that retains the purple / pink natural colour and has some citric acid added to give sour undertones and trick the brain. It’s made by one company that’s very secretive and lots of the press around ruby chocolate has been misleading.

Let me know in the comments below what you think about my article on ruby chocolate. I thought it would be interesting to talk about it as couldn’t see anywhere exposing it for what it actually is – marketing. It’s certainly not a healthy product as it’s the main ingredient is refined sugar.

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62 thoughts on “Revealed: Why Ruby Chocolate Is Fake”

  1. actually everything in Barry ruby chocolate is all natural. despite your thoughts on the citric acid addition it is only to enhance the flavor of fruit that is already there. if you actually knew about chocolate you’d know that even dark chocolates, depending on how they are made, can have a very fruit forward flavor. this process has been cultivated by one of the world best chocolate makers to be a fruit forward chocolate. this is a legit new type of chocolate, not a marketing ploy. the kitkat aside.

    1. Hi there, I’m not saying that the added ingredient citric acid isn’t natural as of course it is. What I’m saying is the addition of citric acid that’s giving the fruity flavour, rather than anything naturally contained in the chocolate. Without the added citric acid there would only be the same subtle fruity tones that lots of chocolate already has. Although if you have new information to disprove what I think about ruby chocolate please do share it.

      1. have you ever even tried ruby chocolate……it doesnt have a citric flavor but a berry kinda flavour…….please dont open ur mouths with half knowledge

        1. Smarter then the last guy

          Citric acid added to things adds a berry flavor or sour notes depending on how much and hardly tastes like citric fruit, ruby chocolate is specifically marketed as berry flavor and being slightly sour

          1. *Smarter THAN the last guy…yeah….😏

            eating the chocolate now. Works for me because I’m allergic to cocoa.

        2. Bitch clearly eats too much chocolate, stopped actually tasting real food years ago, can’t even taste citric acid because of the shite that’s filling her brain and speed out her mouth, a berry kinda flavour, your kinda an idiot 😂

    2. Nate, What marketing department do you work for? Claiming that citric acid is a ‘”natural” ingredient is incorrect. Artificial citric is produced using black mold is not naturally produced in the normal processing of cacao. The claim
      of 47% percent cocoa solids does not acknowledge that EU regs count cocoa butter as a cocoa solid so only under 10% of the flavorful non fat cocoa solids are included Less than even Hershey’s Milk Chocolate. The fruit forward flavors that you refer to are are much more complex than the simple citric “fruitiness”.

      1. These Ruby chocolate raspberry bullets are what brought me here. Discovering a new type of chocolate in the 20th century is like discovering a living dinosaur, impossible, and if one actually did, they would wanna share it with the world, not keep it a secret and try to make a profit from it. If something seems too good to be true it usually is,,, scam.
        I wanna know when they’re gonna bring out chocolate blocks of Ruby, like the other chocolates have, they won’t cos theyll have to add flavour to it to make it palatable and there goes the whole charade up in smoke.

        1. You can buy plain Ruby bars from loads of places… just google it. I had one from here:
          https://www.guppyschocolates.co.uk/ruby-chocolate-bar.html
          The ingredients are sugar, cocoa butter, skimmed milk powder, whole milk powder, cocoa mass, emulsifier: soya lecithin, acid: citric acid, natural vanilla flavouring.
          It tastes very different to white chocolate, more like a yoghurt and raspberry taste. I like it, though ‘dark milk’ will always be my favourite!

    3. I’ve had the Magnum Ruby Cocoa and to me it tastes like white chocolate. No difference. I didn’t get berry taste or citric just like Milky Bar white chocolate taste with the creamy Magnum ice cream middle. I think it IS a marketing ploy to confuse us as the price of Cocoa going up alot hence why Cadbury Mondelez has reduce the chocolate content. It don’t taste like Dairy Milk,it’s more fatty taste than chocolate.

      1. I’ve had a ruby chocolate bar, ruby magnum and the ruby kitkats. To me it does actually taste different to white chocolate (I did get a higher end white chocolate just to compare if maybe somehow all these years I’ve been eating bad white chocolate). Maybe it is a great placebo (and thus a genius marketing ploy), but goddamn, did it feel nice to actually taste something new.

  2. Kathleen Sutherland

    Thanks for exposing the ploy that this is. Citric acid will create an artificial fruity flavor. I’ve found an XoXo brand ruby chocolate bar that does not contain citric acid, and it has a very mild berry flavor, but otherwise is quite similar to white chocolate – sweet and creamy. It occurs to me, since I love a very mild milk chocolate, that I could create a similar confection just by melting down milk chocolate with white chocolate.

    What might be interesting is to try just ruby cocoa powder, the powder of the beans, without the addition or manipulation of other ingredients. it probably wouldn’t taste very good, which is why it might not ever become available. But if ruby cocoa beans are truly something new and unique, then the cocoa powder would be fun to cook with: brownies, cakes, etc.

  3. Did you read the patent? First of all, white chocolate does not contain cocoa solids. Ruby does. That make sit inherently different from white chocolate. The citric acid is a super tiny fraction of the recipe, and it is there to preserve colour, just as you would use lemon juice to prevent an apple or avocado from oxidation. I’m not really a super big Ruby fan, but this article is pretty misinformed.

    1. Hi there, yes I’ve had fresh slimy cocoa beans and cocoa beans fermented with the white fleshy bit. I didn’t really taste much of a berry flavour. Yes it has cocoa powder but a tiny amount to give a pinky colour from what I can tell. Red / purple cocoa powder isn’t a new invention and has been around for a long time. Adding a tiny bit to a white chocolate to give a colour doesn’t really seem like a new invention to me. I still think the fruity taste comes from the citric acid. But I’m happy to be proved wrong – was there any bit of the patient you’re referring to?

      1. Your response seems a bit odd, since Rachel is highlighting the fact that white chocolate contains *zero* cocoa solids. In your own article you have referenced the fact that this ruby chocolate contains, at minimum, 47% cocoa solids (which I don’t think you would consider a “tiny amount”). This makes it certainly not “just less processed white chocolate”. The composition of this ruby stuff would therefore be much more analogous to milk chocolate. I would be curious about a blind taste test between this ruby chocolate and milk chocolate with the same quantity of citric acid added. My guess is that they would taste quite different, but who knows!

        That being said, I would agree that the whole concept is a kind of bougie fad (with the kitkat version most likely being a cheap cash-in).

        From what I can gather, you haven’t actually tried the ruby chocolate (not the kitkat one), which makes it difficult to be swayed by your very strong opinions based on… conjecture. You certainly achieved your goal in making the title appealing enough to get me to click on it however! I hope whatever revenue you get from it was worth it 😉

        1. Hi there, ruby chocolate does contain 47% cocoa solids but that’s 95% cocoa butter and 5% cocoa powder. So I do feel justified that it only contains a tiny amount of cocoa powder about 2%. Personally I don’t think there’s a huge amount of difference in zero or 2% just to add a natural colour, but we all have different opinions on that. My opinion is based on the ingredients and speaking to several other people that work professionally in the area. I’m always happy to be proved wrong but I still stand by this article.

          1. Cocoa solids are what are left after the cocoa butter has been extracted. I’ve only tried the KitKat. I didn’t find it fruity at all. I thought it tasted like white chocolate with the astringency of dark chocolate.

          2. Kathleen, all ruby “chocolate” require citric or so other acid to maintain and accentuate the ruby color. It’s possible that a acid was used in early processing and therefore wasn’t included as an ingredient. Blind tastings that are not influenced by the fruity color yield only mediocre flavors. Additionally the color is not long lasting. Exposure to light changes the color to an unappetizing gray.

      2. Enjoying my ice cream

        New invention or not and chemistry aside, I really like it and it is the sour tanguiness and colour that make my brain happy. Ruby magnum is the ice cream of the season for me and it costs the same as the other magnums.

    2. Rachel you sound misinformed. I’ve just checked by bar of green and blacks white chocolate and it contains 30% cocoa solids. Are you saying they are lying on the packaging (and have been for many years) saying white chocolate contains cocoa solids?

      1. Sam, The data point missing here is both the usually brown flavorful non fat cocoa
        solids and the cocoa butter (fatty cocoa
        solids) are considered cocoa solids, both being solid at room temperature. White chocolate contains only fatty cocoa solids (cocoa butter) and the % cocoa solids refers only to that. Otherwise it couldn’t be white(ish).

      2. Hope I can clear up the cocoa solids question for y’all. Cocoa Mass contains 50-55% fat SOLIDS and 45-50% non fat SOLIDS. White chocolate if using fat solids will have cocoa solids. There are white chocolates that can contain almost no cocoa butter. Non fat solids are where you get the chocolate aroma and the color in dark or milk chocolate. Both contain cocoa butter as well. Sometime cocoa butter is added to these chocolates. But the percentage of cocoa solids includes both the fat and non fat solids. Hope that helps.

  4. Oh, I should add, that if you have ever tasted a cacoa fruit fresh from the tree, the fruity notes of ruby taste a lot like that.

    1. Rachel, I’ve been buying, tasting and making chocolate for 20 years. The citric notes of ruby “chocolate” are nowhere as complex as the cacao pulp that you are apparently referring to. That fruity flavor can be reminiscent of apple, pear, or pineapple rather than simply sour.

    2. Dr Srikrishna peddiraju

      I didn’t taste the KitKat version. Rather I bought Ruby callets and made few bars. It’s not very citrus. It’s a different taste. First of all it color is appealing and taste is average. It’s thought to work with Ruby compared to other versions.

  5. These people are wrong, Bastian. Keep doing what you’re doing, man. People hate to be reminded that they’re all suckers taken in by pretty colours and not-so-novel concepts.

  6. The ingredients in a bar of Ruby chocolate that I bought in the Netherlands are the exact same as the ingredients in a bar of milk chocolate. There’s even a higher percentage of cocoa solids and absolutely no flavourings. It’s definitely not white chocolate. The citric acid, as others have stated, is to preserve the colour more than it is for flavour. They use cocoa beans that naturally produce this colour – not every bean type lends itself to this. The beans used for dark chocolate are also often selected on their flavour notes. This is why you have a lot of single estate dark chocolates – despite having similar cocoa percentages they all taste distinctly different. Some have very sour or fruity notes. Callebaut are one of the leading, if not the leading, experts on chocolate. Their chocolate is seen as the benchmark for professional chocolatiers. Kitkat jumping on the Ruby chocolate bandwagon is a marketing ploy, like you say. But don’t immediately assume that this makes Ruby chocolate a marketing ploy. I used to work in the industry – I know a fair bit about it.

    1. I’m looking at all the angry comments here, and I’m not sure whether to laugh or be sad that some people are so incapable of having a mature discussion.

      Anyway, I think the use of the word “fake” in the title might be causing some of the communication issues. Obviously ruby chocolate contains real cocoa (real cacao mass), so “fake” isn’t quite accurate. But it’s definitely not from some newly discovered variety of cacao bean, which the patent holder for “ruby cocoa” seems to be hinting at — although not stating specifically because that would be a false claim (https://damecacao.com/tasting-ruby-chocolate-where-to-buy/).

      I’m not a chocolate expert, but I’ve tasted ruby chocolate before (Chocolove brand), and it does have a hint of a berry taste. I agree the citric acid might have something to do with that. However there’s more to it than just an acidic taste, and it’s more than just the color fooling your palate. Most likely, the citric acid is accentuating any fruity undertones from the cacao, resulting in sour fruity undertones (i.e. like berries).

      I’m not a fan of white chocolate, and this definitely has more cacao mass than white chocolate, although not as much as milk chocolate. I was admittedly underwhelmed by ruby chocolate. I prefer dark milk chocolate (yes, that’s a thing), and ruby chocolate is far from that. The berry taste was interesting, but nothing spectacular.

  7. I agree with Bastian. It tastes like berry flavored white chocolate. A friend brought an XOXO Ruby Chocolate bar over last night to try after dinner. It was a big let down. Though, I did get a nutty note in it as well.

  8. Markus Wakolbinger

    I can’t believe that it’s is only a trick of the brain to imagine the fruity taste. I tried it for many times and I’m cook, trained in tasting and smelling.Maybe they have developed a trick for flavouring, and I don’t mean the synthetic kitkat with that.

  9. Although everyone has a right to own’s opinion, it is very dangerous to speek about something you know nothing about – because, frankly, that is what you do with this article. Based on what do I claim this? You clearly do not have a slightest idea what “cocoa solids” are and this is part of basics of chocolate technology. So, here you have some people that also do not know anything about chocolate production and choose to believe you unaware of your missleading…
    You may like ruby chocolate or not, but to state that it is fake, you should have a lot knowledge in the field…

    1. Hi there, if you think I’m wrong please do say exactly why? I’m saying it doesn’t qualify as a new type of chocolate and is more a marketing thing.

    2. I’ve heard lots of chocolatiers say its just a con and they won’t be using it. Why don’t you explain why it isn’t if you are so knowledgeable DJURDJICA?

    3. DJURDJICA,
      Difficult to respond to your only negative comments, though I do agree with most of them. I have 20
      years experience buying cacao and making chocolate and as far as I am concern ruby stuff isn’t any type of chocolate, only a marketing ploy by Callebaut to misappropriate centuries
      if not millennia of good will
      and mystique of real chocolate. Real chocolate has one if not the most complex flavor of our foods. Ruby NOT. Real Chocolate contains several types of antioxidants and stimulants. Ruby NOT. Real Chocolate is very shelf stable. Ruby turns a unappetizing gray when expose for a few weeks.

    4. DJURDJICA,
      Difficult to respond to your only negative comments, though I do agree with most of them. I have 20
      years experience buying cacao and making chocolate and as far as I am concern ruby stuff isn’t any type of chocolate, only a marketing ploy by Callebaut to misappropriate centuries
      if not millennia of good will
      and mystique of real chocolate. Real chocolate has one if not the most complex flavor of our foods. Ruby NOT. Real Chocolate contains several types of antioxidants and stimulants. Ruby NOT. Real Chocolate is very shelf stable. Ruby turns a unappetizing gray when exposed for a few weeks.

  10. Dr Srikrishna peddiraju

    Anyways we should welcome a new variety or anew version of chocolate. Without going deep in to the technicalities , if it tastes good, it will stay in the market dispite of it’s brand.

  11. Your research is not only flawed but incomplete as to Chocolate composition and even terminology, additionally Citric Acid is not a flavor it replaces a taste that of sour, in this case it is used to process the beans to control the PH to maintain the color, inevitably when processed further it’s incorporated and lends sour notes to the chocolate, check the Patent from Callebaut. The innovator and industry standard Callebaut produces a 33% Couverture Ruby Chocolate with no flavorings or colorings. You can go to their website and download their brochures, also learn about chocolate components.

    RB1 Ruby Couverture
    33% Cacao, 26% Milk

    If anything the only “fake” chocolate is White Chocolate

  12. Why you gotta try and ruin a very rare NICE news story. Let us have our 4th kind of chocolate and be able to say “what a time to be alive!”

    1. Emily, after reading the rest of the arguments left here, I gotta hand it to you. There’s a ton a bullshit, and a lot of contention, but my thoughts are…
      “What a time to be alive!” No room for snobbery and defensiveness in this wonderous time…

  13. Bonjour everyone, I am very convinced by Bastien argument. I ask then one question, after reading all the debate : do you know one single chocolate that has citric acid on its composition ? I know none here in France, and its virtue of preserve color doesn’t seem very strong for me, even if it could be one justification of its use. And I suggest you to do this simple blind test: one common white chocolate with a drop of lemon juice, compared to the “ruby” chocolate. I have done it, and I must admit that there is, first, a very slight flavor but then comes the citric acid / lemon juice wave, which is responsible for a huge part of this supposed “red fruit taste” I am afraid. So yes, a very marketing story, nothing special for chocolate lovers.

  14. I’m looking at all the angry comments here, and I’m not sure whether to laugh or be sad that some people are so incapable of having a mature discussion.

    Anyway, I think the use of the word “fake” in the title might be causing some of the communication issues. Obviously ruby chocolate contains real cocoa (real cacao mass), so “fake” isn’t quite accurate. But it’s definitely not from some newly discovered variety of cacao bean, which the patent holder for “ruby cocoa” seems to be hinting at — although not stating specifically because that would be a false claim (https://damecacao.com/tasting-ruby-chocolate-where-to-buy/).

    I’m not a chocolate expert, but I’ve tasted ruby chocolate before (Chocolove brand), and it does have a hint of a berry taste. I agree the citric acid might have something to do with that. However there’s more to it than just an acidic taste, and it’s more than just the color fooling your palate. Most likely, the citric acid is accentuating any fruity undertones from the cacao, resulting in sour fruity undertones (i.e. like berries).

    I’m not a fan of white chocolate, and this definitely has more cacao mass than white chocolate, although not as much as milk chocolate. I was admittedly underwhelmed by ruby chocolate. I prefer dark milk chocolate (yes, that’s a thing), and ruby chocolate is far from that. The berry taste was interesting, but nothing spectacular.

  15. Ruby chocolate is more real of a chocolate than that so called white chocolate. Which doesn’t even come from the cocoa bean. It is made from coco butter.

    At least this ruby chocolate actually comes from the bean. So technically you are lying by stating it is fake. It just simply doesn’t have the chocolate flavor that milk or dark chocolate has which you get with a longer fermentation.

    So if you want to call something fake actually use the correct source which is white chocolate, it is fake. 100% fake as it does not come from the cocoa bean.

    20% coco butter, 14% milk solids, 3.5% milk fat etc. But no actual cocoa bean.

    The price is jacked up cause it’s “new” ( not really been around a while).
    But that is pretty much how anything “new” goes.

    1. RHONDA what has white chocolate done to you?!

      “white chocolate, it is fake. 100% fake as it does not come from the cocoa bean”

      Cocoa butter does come from the cocoa bean when the beans are ground up, they are separated into 2 parts cocoa liquor(or solids) & cocoa butter. White chocolate doesn’t include cocoa liquor and is made only from the cocoa butter portion of the bean and because it doesn’t contain cocoa liquor that’s why it’s white.

      If your argument is that white chocolate shouldn’t be called chocolate because it has no cocoa liquor(or solids) in it. Then we could also argue that almond milk shouldn’t be called almond milk.

      1. We should also say that cocoa powder is the only true chocolate, even though no one considers it to be chocolate, only that it is a chocolate flavoured drink or a cheaper flavouring for baking than adding melted chocolate.

  16. I agree. Total marketing ploy. This stuff cannot even be used in any baking applications as it changes color and melts out. The taste is totally boring. Not impressed.

  17. Thank you for this article. When I first heard of ruby chocolate, I was so excited! Then I noticed quickly that the only ruby chocolate products available were ones with low cocoa solids count–much like milk chocolate. This jibes with your claim that the true flavor of less-fermented ruby chocolate is rather uninteresting. I looked and looked for bars or chips with 70% (my favorite) so that I could get a truer taste of the actual flavor of this so-called “new” chocolate. My guess is that if the flavor were truly good and interesting, that would be available. As it is, the amount of fat and sugar added to the currently available percentages, along with the boost citric acid provides, imparts a mild but ultimately not-that-exciting flavor. I did go back to some “red cocoa” I remember having some time ago, from Guittard (I think). I made a mousse with it, and the ruby chocolate discs from World Wide Chocolate. The red cocoa didn’t taste that different from regular cocoa, and it was hard to taste the ruby chocolate flavor in the mousse. Oh well.

  18. This is a really good article and the comments are full of misinformation. I 100% agree Bastian that 2% cocoa powder in ruby chocolate is virtually nothing. This is different to raspberry chocolate as they add real freeze dried raspberries into it. Ruby chocolate us useless to use commercially as it goes grey very quickly. Lots of people in the comments really don’t understand the difference between cocoa solids, cocoa powder and cocoa butter. I concur that ruby chocolate is fake because it’s not a 4th type of chocolate. Marketing over innovation.

  19. Interesting article! I must say though nobody cares about the ruby chocolate simply because chocolate is already perfect as it is.

  20. up yours baiter!

    What a silly click bait article, my email address is fake so you don’t get jack from me!

    Is a new type bean? No, but no rational person argues milk or white chocolate is a scam because they only require new processing methods and preferential selection of previously known bean types, not new breeds of bean.

    Is it a new type of chocolate? Yes, because a new process has been developed to create a new chocolate product, it looks different, tastes different and some versions have the addition of a common and perfectly natural (ie not designed in a lab, discovered in fruit) kitchen ingredient, citric acid, I dare any of you to eat a bowl of citric acid and then come back and tell us all how it tasted exactly like berries, and not say lemons. You can’t cook all chocolates the same way so which way is the right way?

    Everyone has tried fruit flavoured white chocolate, ruby doesn’t NEED to have added fruit or flavourings/colours to look and taste like that, it’s done JUST with chocolate so it is a new TYPE of chocolate, not a new cacao bean, but definitely a new type of chocolate.

    I have no idea how you could ever think there could be a new type of chocolate if you define chocolate to mean exactly what already exits and no different. Ruby has less done and added to it to make it different from existing types and similar to a popular artificial type. You don’t have to like it or be able to make cookies with it but it still contains just chocolate, regardless of your feelings.

  21. Who cares about the specifics. It’s a new way to enjoy chocolate. I think it’s quite nice. What a petty article. In the end, who really cares? If someone likes it, let them like it. Nobody is being “scammed” ffs. If enough ppl like it, it will stick around. If not, it will die like other fads. But do you really need to get your panties in a bunch over semantics? Get over yourselves, people. It’s just chocolate….or “chocolate” to the purists.

    1. I agree with you. I got really excited when I heard about Ruby Chocolate. I heard that it was “healthier than white chocolate” so I was curious. So I looked it up, found this article and clicked on it because of its interesting title. But after reading the entire article and the comment section I’m disappointed. Honestly the title implies that ruby chocolate is fake, as if the chocolate is a food that threatens your health. Or at least that’s what I thought as someone who doesn’t know much about chocolate. I also agree with some of the comments that say the title is wrong. I barely know anything about chocolate, but going off what the comments say and the article (because, no, I’m not going to research about chocolate) ruby chocolate, and white chocolate are both chocolate. Now maybe ruby is a different type of chocolate that’s “less refined” and something that we’ve always had but wasn’t really publicly available, but honestly I couldn’t care less. If the article’s purpose is to state that r.c is nothing new, and just gimmicky chocolate we’ve always had, then it should do that. I don’t think it should state that it’s fake chocolate (if it’s the same thing as white chocolate then it should be considered chocolate as well, unless white chocolate is not considered chocolate..) as if it’s completely artificial and something extremely fattening or sugary. I feel like I got click baited because I clicked on this article out of curiosity if it was completely artificial. If your purpose is to state that r.c isn’t a new type of chocolate and that it’s for marketing, then put that in the title. Don’t put “Why Ruby Chocolate is Fake” put “Ruby Chocolate is NOT a New Chocolate- it’s marketing” or something like that. After people learn that it’s gimmicky, let them decide for themselves if they would like to try it or not. And it’s probably going to die out anyway if the color changes to gray so quickly. No need to get so worked up over it (unless it’s ridiculously overpriced compared to white chocolate). And if people like it, let them enjoy it- it’s food and people can buy and eat whatever they choose to if they really want.

  22. II’m reading this article over a year later and wanted to toss in my 2 cents. I have found the best way to decide whether I like something is to try it. I MIGHT do a little research, if warranted, but at the end of the day, taste will decide for me.

    Since it has the word “chocolate” in its name, I already have a preconceived notion of what to expect. So now it’s a matter of what I don’t expect: I don’t expect an orgasmic experience. It’s chocolate. I don’t expect it to taste like other chocolates since that would be redundant. So what do I expect? Something different. Something that’s not disgusting. Something that does appeal t more than my sense of taste. I felt, after cooking with it, that ruby chocolate accomplished that. No need to be rude or condescending. Just my experience. After tasting it, would I buy it again? Maybe. It does qualify as a niche product, so I can’t say I’d REPLACE my regular chocolate recipes with it. It hardly warrants such a vehement response. If you think it’s fake, fine. While I’m glad it’s not artificial, it’s not important.

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