There are no colors added to this chocolate, it is made from ruby cocoa beans. Therefore, it is called ruby (not pink) chocolate. The ruby cocoa beans provide this new chocolate with both a pink color and a slight berry fruitiness to the flavor.
Many are calling this new chocolate “millennial chocolate”, partially because it looks so luxurious and is pretty on instagram posts. We haven’t been able to find it on any store shelves just yet – again, don’t confuse pink (artificially colored) chocolate for ruby chocolate – but we did find a Nestlé product made with ruby chocolate available on Amazon (see the additional info section below).