Trader Joe’s Chocolate Turns Ruby

Ruby is a gemstone, a person’s name, and the subject of numerous well-known songs… but would you be surprised that Ruby is also a new kind of “chocolate”? Trader Joe’s Ruby Cacao Wafers are a limited time offer for Valentine’s season.

Trader Joe’s Belgian supplier takes cacao beans especially suited to their proprietary process and turns them into what some are calling “the fourth chocolate”—though it hasn’t yet been officially recognized as such. Of course, Ruby Cacao has a red-pink hue; a romantic, dusty-rose color, one might say. And this color is a natural result of the production process. There is no color added. The flavor has a fruity, berry-like quality, with subtle, tangy notes—all delivered in a smooth, creamy texture.

Trader Joe’s is selling Ruby Cacao as Wafers—small, circular pieces that are curved on top and flat on the bottom, like the sliced-off top of a sphere. This makes them ideal for eating by the handful. And while they’re not recommended for baking, these Wafers melt well for use as a fondue, or for making pink-tinged treats out of dipped Trader Joe’s Honey Wheat Pretzel Sticks.

Please follow and like us:
VIATrader Joe's
Previous articleContinente Grows Healthy Private Brand
Next articleCreate Your Own Iconic Brand: Multi-Sensory Branding: Velocity Conference Preview
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.