It sounds trendy, looks Instagram-friendly, and has quickly become one of the most talked-about ingredients in cafés and dessert bars.
But ube is far from new. In fact, it has been a much-loved staple in Filipino cooking for generations.
Now, with major chains like Costa Coffee embracing it, ube is having a very colourful moment in the UK.
So, What Is Ube?
Ube (pronounced oo-beh) is a purple yam originally from the Philippines. It is often confused with purple sweet potato, but the flavour is quite different.
Ube has a naturally sweet, slightly nutty, vanilla-like taste with hints of pistachio and white chocolate. Its vivid purple colour makes it instantly recognisable and extremely popular in desserts and drinks.
It has long been used in traditional Filipino treats such as ube halaya (a sweet jam), cakes, pastries, ice cream, milkshakes, and breads like ensaymada.
Unlike some food crazes that are all style and no substance, ube genuinely tastes as good as it looks.
Why Is Costa Using It?
Coffee chains are always looking for the next seasonal flavour trend, and ube ticks every box.
It is visually striking, naturally sweet, and offers something different from the usual caramel, vanilla, and pumpkin spice rotation. It also appeals to younger customers who enjoy trying new flavours and sharing eye-catching drinks on social media.
Purple lattes and iced ube drinks are especially popular because they stand out instantly in a crowded coffee market.
For Costa, it is a smart move. For customers, it is a chance to try something a little different without needing a passport to Manila.
It also tastes delicious!
Can You Use Ube at Home?
Absolutely, and it is easier than many people think.
You can buy ube in several forms:
ube extract
ube jam (ube halaya)
frozen grated ube
ube powder
fresh purple yam (less common in the UK)
Ube extract is often the easiest starting point for home bakers, especially for cakes, cheesecakes, pancakes, frostings, and milkshakes.
Ube jam is perfect for spreading on toast, filling pastries, or stirring into porridge for something a bit different.
Even a simple ube latte can be made at home by mixing ube powder or jam with warm milk and a little sweetener.
Where Can You Buy It?
You are most likely to find ube products in Asian supermarkets, Filipino grocery stores, or online through retailers such as Amazon and specialist food shops.
Stores like Wing Yip and independent world food shops often stock ube products, particularly in larger UK cities.
Look carefully at labels, as some products are sold as purple yam flavouring rather than pure ube.
Should You Try It?
If you enjoy sweet, creamy flavours and like trying something beyond the usual coffee-shop choices, ube is definitely worth exploring.
It is fun, versatile, and surprisingly easy to use at home.
And let’s be honest, anything that makes your latte look like it belongs in a fairy tale probably deserves at least one try.
Purple drinks may come and go, but ube looks like it is here to stay.
Readers of That's Food and Drink can also buy Ube products through our Amazon-powered shop, the link to Ube products is here:- https://amzn.to/4tsgF0B