UBE - the purple trend taking over the food & beverage market

UBE (purple yam) is an ingredient that, until recently, remained largely unknown outside Southeast Asia, and today is increasingly entering the global mainstream. Originating from the Philippines, this root vegetable stands out with its intense, naturally vibrant purple color and subtly sweet flavor profile, often described as a blend of vanilla, coconut, and delicate nutty notes. This combination makes UBE both exotic and highly approachable for European and American consumers.

At first glance, its success may seem purely visual. And it’s true – the bold purple color acts like a magnet, especially in social media. UBE-based products stand out on shelves and in feeds, create a strong “wow effect,” and perfectly align with the aesthetics of modern brands. However, reducing this trend to color alone would be an oversimplification. UBE responds to much deeper market needs.

In recent years, we’ve seen a clear shift toward ingredients that offer more than just taste – they bring story, origin, identity, and the ability to create a full product experience. After matcha, pistachio, and black sesame, the market is naturally searching for the next “hero ingredient” that helps brands differentiate. UBE fits perfectly into this space. It’s new, yet authentic. Visually striking, yet technologically functional – especially when it comes to natural coloring.

From an application perspective, UBE proves to be extremely versatile. Its most iconic use remains in ice cream and frozen desserts, where its creamy texture and delicate flavor work exceptionally well. This is also where it first gained traction outside of the Philippines. Very quickly, however, it expanded into bakery and pastry applications – as a base for creams, fillings, and premium baked goods designed not only to taste good but also to stand out visually.

At the same time, its presence in beverages is growing rapidly. Ube lattes, bubble teas, and smoothies resonate strongly with younger consumers. In this segment, it’s not just about flavor, but about the entire experience – color, presentation, and shareability. UBE fits perfectly into this consumption model.

Another important factor is that its vibrant color is completely natural. At a time when manufacturers are increasingly moving away from artificial additives, the ability to achieve such an intense color without synthetic dyes becomes a significant advantage. This opens the door for UBE in clean label products and premium segments, where ingredient transparency is key.

Although UBE has its roots in Filipino cuisine, today its growth is driven globally – by specialty cafés, artisanal ice cream brands, and companies that intentionally build their portfolios around trends and visual differentiation. It is also increasingly appearing in the strategies of larger players. Even Starbucks tests UBE-inspired beverages in selected locations, significantly increasing awareness of this ingredient and accelerating its entry into the mainstream.

A natural question that arises is how UBE compares to matcha. Are we witnessing the rise of another long-term global category leader? In reality, both ingredients operate slightly differently. Matcha has built its position through a combination of cultural heritage, functionality, and health associations. UBE, on the other hand, is driven more by experience – aesthetics, indulgence, and novelty.

This makes it more likely that UBE will not replace matcha, but rather complement it. It becomes a strong “second wave” ingredient – particularly in premium, dessert-driven, and trend-focused categories. In a way, it earns its place on the podium, but under different rules – alongside matcha and other viral concepts such as Dubai chocolate or visually striking “angel hair” desserts.

From a producer and R&D perspective, the key takeaway is that we are still at a relatively early stage of this trend. This is the moment to experiment, test new formulations, and build a competitive advantage before the market becomes saturated. UBE offers the opportunity to create products that stand out not only in taste but in the entire experience they deliver.

And that is exactly what today’s consumers are looking for – products that are not only good, but also engaging, aesthetic, and worth sharing. UBE delivers on all of these fronts. And everything suggests that its role in the coming years will only continue to grow.

And what do you think about UBE? Are you planning to implement it in your business?