Get your Instagram account ready. Pink-hued chocolate is heading this way, and it's pretty enough to brag about. Swiss chocolate producer Barry Callebaut is launching its new ruby chocolate in the U.S. and Canada. The company calls ruby a fourth type of chocolate, joining dark, milk and white.

The company debuted its new ruby chocolate in Shanghai in 2017. It's a "tension between berry-fruitiness and luscious smoothness," the company said at the time, "An intense sensorial delight."

That year, the chocolate had a commercial release with KitKat candy bars.

ruby KitKat When ruby chocolate was first released, KitKat candies did a campaign with it. (Photo: Pepijn van Bakel/

The chocolate is all natural and made from the ruby cocoa bean. Barry Callebaut uses an "innovate process" that took years to develop (the exact process is being kept hush hush) to unlock the flavor and color of the bean. The company says it doesn't add berries, berry flavor or any color to the chocolate.

Although ruby chocolate is coming to the U.S., it doesn't mean you can buy it right away. In order to sell it, Barry Callebaut must get approval from the Food and Drug Administration (FDA) to market it as chocolate, reports Confectionery Production. Until then, the product will be called "ruby couverture."

See how it's used in confections and watch people react to the taste in this video:

Editor's note: This file has been updated with new information since it was published in September 2017.

Robin Shreeves ( @rshreeves ) focuses on food from a family perspective from her home base in New Jersey.

New ruby chocolate is 'intense sensorial delight'
This new fourth type of chocolate might make pink the new brown.