Chocolate has been the same for a while now, with your options being either milk, dark or white. The last great chocolate innovation was in fact white chocolate, which was created by Nestlé more than 80 years ago. But now there is a new addition to the ranks.

Introducing ruby chocolate!

Ruby chocolate is naturally pink-hued and has that natural berry taste that is almost so sweet that it’s sour. Swiss company Barry Callebaut AG is the world’s largest cocoa processor and the creators of the new treat (they’ve also created chocolate that can withstand higher temperatures than normal). With current chocolate sales declining and forcing major companies like Nestlé and Hershey’s to downsize, this highly Instagram-able and fruity version of the world’s favourite cheat food might just reverse the fortunes of the chocolate industry.

Because no one really wants to imagine a world without chocolate.

The choccie has spent a decade in development. According to chief executive officer Antoine de Saint-Affrique ruby chocolate is made from a special cocoa bean which gives it its adorable colour. It has been tested in Britain, the US, China and Japan. It was revealed to the world in Shanghai on Tuesday.

“It’s natural, it’s colourful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate. It has a nice balance that speaks a lot to millennials,” said the CEO.

Potentially the new chocolate could eventually be sold by brands like Hershey’s and Cadbury. Can you imagine ruby Hershey’s kisses? Or rocky road that is pink? The possibilities are endless!

Can this be on the shelves ASAP please?