Dom Ramsey, who is a chocolate maker, a chocolate expert, a chocolate consultant and the author of a book called “Chocolate,” said in an email on Wednesday that he was skeptical of Callebaut’s claim that it had created a fourth type of chocolate.

He pointed to the French chocolate manufacturer Valrhona, which made a similar claim in 2012 about a golden variety it called “Blond Dulcey.”

He said ruby chocolate was “intriguing,” but hard to evaluate without knowing how it is produced. “It’s likely to be a process that Callebaut keeps as a trade secret, so not something we’re likely to see outside of Callebaut’s own range,” he said.

Callebaut’s news release was more forthcoming about some of the company’s business plans, though it indulged in a fair amount of marketing jargon.

Ruby chocolate “satisfies a new consumer need found among millennials — hedonistic indulgence,” it said, in a quote attributed to Mr. Boone.

On Wednesday, Mr. Boone explained that according to market research, different consumers have different needs. Those who see chocolate as a way to relax might savor a darker blend. Others are all about “sharing” and might think of milk chocolate a nice gift.

But Mr. Boone said “hedonistic indulgence” is a consumer need that “is particularly driven and requested by millennials,” and that ruby chocolate, more than any other kind, addresses that need specifically because it is flavorful and exciting.