Ube is not new, but ube is everywhere. A bold purple presence that now, among other things, features on dessert menus, social media and in-store shelves.
You’ll see it in donuts, lattes, cakes, spreads and ice cream. And no one seems tired of it.
So what’s driving the hype?
Why is ube trending now?
And how can cafes, dessert brands or home bakers take advantage?
Let’s take a closer look.
What Exactly Is Ube?
Ube (pronounced “oo-beh”) is a purple yam and has long been an ingredient in Filipino cooking. It has a mild, nutty and somewhat sweet flavour, and a vibrant purple hue.
Unlike artificial flavours, ube adds the best flavour and colour that sends you right into the dessert without bombarding you.
When it’s done right, it ping-pongs an oasis of lush taste and remembered details.
Why Ube Is Trending Everywhere
The bright purple yam that is a staple in the Philippines has been popping up all over the internet and on restaurant menus.
Here are some of the reasons behind its rise:
It’s Visually Striking
The deep purple shade of ube adds a pop of colour to any dish. This is the ring-a-ding-dong-dandy shade for social media in an age when coiffed hashtags relating to delicious-looking food make for viral posts.
From lattes to cakes, ube injects a flash of colour that sparks interest and intrigue.
It Offers a Unique Flavour
Ube doesn’t just look good either; it tastes good too. It’s a bit sweet, a little nutty and gently vanilla-scented. Which is what makes it so appealing to use as the primary flavour in desserts and drinks without it being too much.
It’s Versatile in Culinary Applications
Ube is everywhere in part because it works in so many ways. You’ll find it building everything from ice creams and cookies to cakes, flans and spreads. It works well in sweet and savoury dishes. It’s the tool of choice for chefs and home bakers interested in testing out new ideas.
It Aligns with Cultural Exploration Trends
More people are cooking at home, and more are experimenting with new flavours. Ube offers them an easy way to experiment with something from Filipino cuisine. It’s new and exciting but also familiar, suitable for anyone interested in Southeast Asian food.
What Makes It a Smart Pick for Dessert Menus
Ube isn’t just easy on the eyes; it makes sense on dessert menus in so very many settings. Its deep colour and subtle taste elevate desserts instantly, without requiring an involved prep process. That makes it suitable for fast-service configurations but also small-batch bakeries.
The ingredient itself is flexible. It bakes into cookies, frozen treats, drinks, and fillings. You can put it in layered cakes, swirl it into milk teas or mix it into ice cream bases. This one also plays nicely with both dairy and non-dairy, so it’ll be a safe bet for mixed bags.
For cafes, bakeries and food trucks, ube is something new and easy to scale. Even something as simple as altering a vanilla filling with ube can breathe new life into a pedestrian menu item. A small change like that can catch attention and incite conversation, especially on social media.
How to Make Ube Work Even Better?
Ube is not just a fad for businesses; it’s a sound product decision. It adds visual appeal, unlocks new flavours, and resonates with a burgeoning market of food-curious consumers.
Use Ube to Stand Out on Menus
Whether you own a bakery, café, or dessert outpost, the introduction of ube desserts can quickly become something for customers to swoon over.
When customers come back to a shop, it’s often because they saw something they’d never seen before, whether it was an ube latte or cookie or mousse.
Try Easy Flavour Upgrades
If you’re making stuff with that, well, ube, some sensible ingredients will help to lift flavour and enhance consistency.
Begin with a base of Sweet Cow Ube Condensed Milk, which is rich and smooth and purple. It brings sweetness without added sugar.
For those seeking a little more depth or visual lift?
Enhance and deepen the colour naturally with a few drops of Jans Butterfly Ube Extract.
Jans Ube Powder is a potent option for baked goods like muffins or cakes. It’s gluten-free and works equally well with wet batters and dry ones.
Why It Works for Food Businesses
Ube fits into what dessert menus are looking for right now: something bold, versatile, and quick, preferably. It has a great visual effect without being difficult or needing any weird stuff. With its subtle taste and dark colour, it is ideal in small bakeries, caffés or for the larger dessert market.
It also mixes well with recipes that you already use. Replacing some of the batter or base with ube can result in a new take on something familiar, a purple-streaked version of a classic cheesecake or donut, for example.
The problem for businesses looking to experiment with new tastes has been securing the ingredients. That’s where sourcing options like Jans Enterprises Corp come into play, as, say, they’ll make it easier to achieve access to U.S.-based ingredients without having to construct everything from the ground up.
Final Thought
Ube is popular for more than its colour; it brings something to the table. It’s mild-flavoured, bright purple, and so universally appealing that it’s a natural fit for all manner of desserts. Whether it’s puréed and incorporated into drinks, baked into cakes, or swirled into soft serve, ube adds something new and fresh that keeps people coming back.