Working with ruby chocolate provides lots of opportunities. Read how ruby chocolate can bring added value for your brand and make your next new product launch a success.
Why launch a product with ruby chocolate?
Why use ruby chocolate? Consumers are becoming more demanding. They are faced with a choice between both ends of the spectrum: very premium products or good value for money. If you would like to premiumize your product, ruby chocolate can help!
What could ruby chocolate do for your brand?
Boost your brand image: Ruby is refreshing and the ruby color is especially appreciated by millennials.
Break price point barriers: Ruby is expected to have a higher price point on shelf, we observe an average increase of 30-50% compared to the standard variant.
Reach new target audiences: Ruby meets the consumer need for hedonistic indulgence, which is not met by other chocolate types.
Tap into new consumption moments: Companies are launching new product and packaging formats to cater to certain relevant need states or consumption moments, and ruby can also help with that.
Halo effect: Launching ruby will shed a positive light on the rest of your product portfolio.
Be innovative: Launching the innovation ruby as one of the first ones in your category makes you a true innovator.
Mini gem cake pastry with ruby chocolate and ruby decorations
We have tested ruby chocolate with consumers on relevance, differentiation and expensiveness, and it turns out that ruby meets consumer needs, provides unique product benefits and is expected to have a higher price point on shelf.
Irene Van Vught - Barry Callebaut Marketer
Learnings of ruby chocolate launches so far
What could you do to increase the chances of success for your next ruby launch?
Use the ruby stamp on the packaging design front of pack to stand out and guarantee authenticity
Explain the uniqueness and natural character of ruby chocolate back of pack
Launch the product as a limited edition (for example Valentine’s or summer edition)
Increase the price point on shelf to make it more exclusive, but don’t overdo it
Promote the product at Point of Sale to stimulate trial
Sell it in premium specialty stores
Sell to export markets in Asia, such as Japan and South Korea
Ruby chocolate pinata with chocolate nibbles
Please feel free to reach out to us if we can help you with the product concept creation of your next ruby launch.
