At KitKat Chocolatory stores across Japan and South Korea, which sell specialty flavours, consumers will be among the first in the world to try the Ruby chocolate in the form of Kitkat Sublime Ruby bars.
KitKat is Japan's top chocolate brand, and its sales have grown by 50% since 2010. The country now has over 300 different KitKat flavors, including wasabi.
Swiss chocolate maker Barry Callebaut spent over 10 years developing the chocolate which has been attracting strong interest from connoisseurs since its announcement in September last year.
Nestle Japan's Sublime Ruby bar features a pink color achieved without using any additives and a fruity flavor reminiscent of berries.
Sublime Ruby is the work of top Japanese pastry chef Yasumasa Takagi, who has developed dozens of varieties of KitKats in the past.
"I am extremely honored to be part of this landmark moment in the history of chocolate, with which I have worked intimately for over 30 years", he said. Given that they combine two Valentine's Day motifs - pink and chocolate - we bet they'll be given out all over the world. "Enjoy wonderful flavours that have never been experienced before". Each single bar will be sold for 400 yen (US$3.60).
▼ While the seven-piece Valentine's Assortment, containing Sublime Bitter, Milk, White, Matcha, Raw, and Ruby, will retail for 2,400 yen.
Barry Callebaut unveiled the ruby variety in September, creating a fourth kind of chocolate in addition to dark, milk and white.
"Buzz around the ruby-chocolate products should boost demand for its entire range of KitKats", said Thomas Jastrzab, a Hong Kong-based analyst at Bloomberg Intelligence.
This is the very first ruby chocolate to exist, Nestle's global head of confectionery Sandra Martinez told Fortune.