If you’ve always thought that the natural shades of dark, milk and white chocolate were a little dull, prepare to be excited. There’s now a fourth type: “ruby chocolate”.

Barry Callebaut is the world’s largest cocoa processor, and at a recent launch in Shanghai, the Zurich-based company revealed the first new natural colour for chocolate since Nestle introduced white chocolate 80 years ago.

Ruby chocolate has been in development for the past 13 years, but it’s much more than a scientific gimmick. The pastel pink colour comes from the Ruby cocoa bean native to the Ivory Coast, Ecuador and Brazil, and the bean itself imparts a natural berry taste. The company describes the flavour as “a tension between berry-fruitiness and luscious smoothness”. Not quite as sweet as milk chocolate, it is said that the ruby chocolate has a lighter flavour.

Two years ago Barry Callebaut finally decided that there was a global appetite for the dusky pink sweet and a new type of chocolate may be just what the market needs. Growth in chocolate sales has been notoriously slow and some chocolate companies are planning on cutting thousands of jobs.

“It’s natural, it’s colourful, it’s hedonistic, there’s an indulgence aspect to it, but it keeps the authenticity of chocolate,” said Antoine de Saint-Affrique, the CEO in a phone interview with Bloomberg. “It has a nice balance that speaks a lot to Millennials.”

While it’s not on supermarket shelves just yet (it’s anticipated ruby chocolate will be publically available in six to 18 months’ time), there’s little doubt that Millennials will go crazy for the striking confectionary.

After all, what could be more Instagrammable than a Valentine’s Day feast complete with natural, pink chocolate?