Add coconut pulp then cook for a few seconds to just under a minute.
Add condensed milk and cook until thickened.
Add in food colouring if desired, cook for a few minutes.
Take off the heat and allow to cool very slightly to the touch only then shape quickly into balls or transfer the hot mixture into a square baking tray using a knife to spread evenly and neaten the edges if necessary.
Cool then serve balls or cut sheet into squares then serve.