Priya O'Shea, from the U.K. series The Great British Baking Show, used a new type of chocolate dipping her Barfi Biscuit Bars in a pretty pale pink chocolate called ruby chocolate. Surprisingly, neither Paul nor Prue (GBBS iconic judges) had ever heard of or tasted ruby chocolate. And that's likely because it's so new.

Purdys Chocolatier’s newest treat will have you reaching for something else from now on — and it’s pink. That’s right, in celebration of International Chocolate Day on September 13, Purdys is introducing two brand new confections: Ruby Cherry Almond Bar and Ruby Praline!

The latest chocolate invention, which is the first chocolate to be added to the exclusive club of milk, white, and dark chocolate in over 80 years, is called ruby chocolate.

As the first new type of chocolate in 80 years celebrates its one-year anniversary, Nestlé is launching a new type of ruby KitKat in Japan that contains dried cranberries and nuts. Consumers can also share ideas for uses of the chocolate with rubychocolate.com, a new website started by ruby’s inventor and top cocoa processor Barry Callebaut.

The naturally pink and most disputed chocolate of the moment, Ruby receives an exclusive and limited version in gelato formin the Italian ice cream shop Bacio di Latte.

In 2017, chocolate company Barry Callebaut introduced the “fourth chocolate” and changed our lives. Two years later and none other than Trader Joe’s is bringing the chocolate. The grocery store is the first major retailer to sell the pink stuff, previously only seen at high-end retailers. Joe, we knew we loved you for a reason.

Launched in 2017 by Barry Callebaut, Ruby Chocolate - recognized in the world as the big trend for this year - has reached stores in Brazil.

Barry Callebaut’s ruby — a pink-hued cocoa with a slight berry flavor — officially launched in North America, promising to add a splash of color to cakes, bon bons, ice cream and all manner of sweets.

Americans can now savor chocolate that’s neither milk, white or dark, yet is an unexpectedly all-natural pink. Barry Callebaut is rolling out ruby chocolate in the United States, nearly two years after unveiling its creation.