No, it's not food colouring! New all-natural pink chocolate created

Ruby, the fourth chocolate variety - after dark, milk and white - has arrived. The beautiful pink chocolate is the newest all-natural chocolate colour that's been invented in 80 years; the last being white chocolate.

The Instagram-worthy chocolate is made from ruby cocoa beans that thrive in Brazil, Ecuador and Ivory Coast and provide the distinctive colour and taste without colourants or added flavouring.

So, what does it taste like? The flavor profile has been described as a tension between berry-fruitiness and "luscious smoothness". The fourth chocolate type is not bitter, milky or sweet, say the Swiss bean-to-chocolate experts at Barry Callebaut.

Barry Callebaut have fine-tuned the ruby chocolate recipe so it can be used by confectioners around the world.

For more information, contact The Chocolate Academy SA in Fourways, Johannesburg, on 010-300-8470.

• Additional reporting by AFP Relaxnews.