Scientists at the Swiss chocolatiers, Barry Callebaut, have just invented a totally new type of creamy goodness – and it’s pink.

Ruby is the first new type of chocolate since white chocolate was developed in the 1930s.

It’s bang-on-millennial-trend-pink hue isn’t a result of adding any berries, flavouring or colouring – it comes from the Ruby cocoa bean with which it’s made.

And it’s that bean, generally found in Ecuador, Brazil and the Ivory Coast, that account for the chocolate’s distinctive flavour.

‘Ruby chocolate is the fourth type of chocolate and is an intense sensorial delight,’ Barry Callebaut says.

‘A tension between berry-fruitiness and luscious smoothness.’

And yes, according to the company’s CEO, the chocolate is going to be targeted at millennials.