{"id":122293,"date":"2025-11-19T09:57:29","date_gmt":"2025-11-19T09:57:29","guid":{"rendered":"https:\/\/perfectdailygrind.com\/?p=122293"},"modified":"2025-11-24T16:51:38","modified_gmt":"2025-11-24T16:51:38","slug":"ube-lattes-coffee-shops-flavour-trends","status":"publish","type":"post","link":"https:\/\/perfectdailygrind.com\/2025\/11\/ube-lattes-coffee-shops-flavour-trends\/","title":{"rendered":"Is ube a lasting flavour trend in coffee shops?"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li>Ube, a purple yam native to the Philippines, is known for its eye-catching colour and sweet, nutty, vanilla-like flavour.<\/li>\n\n\n\n<li>Its versatility and aesthetic appeal are driving global demand, with interest in ube-flavoured foods and beverages, including coffee, soaring.<\/li>\n\n\n\n<li>Given its popularity, ube has the potential to follow a trajectory similar to that of matcha, offering a lucrative opportunity for coffee shops.<\/li>\n\n\n\n<li>But caf\u00e9 operators need to be mindful about using authentic ingredients and respecting Filipino culture, rather than reducing ube to a sales gimmick.<\/li>\n<\/ul>\n\n\n\n<p>Although ube has been a staple ingredient in Filipino cuisine for generations, the purple root vegetable has recently proliferated across social media and caf\u00e9 menus worldwide.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thasegawa.com\/flavor-trends-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ube was named the 2024 Flavour of the Year<\/a> by major flavour and fragrance producer, T.Hasegawa, and bright purple drinks are now making even a bigger splash.&nbsp;<\/p>\n\n\n\n<p>Datassential predicted that ube would outperform 88% of all other foods, beverages, and ingredients from 2024 through 2027, and that its presence would grow 48% on US menus alone.&nbsp;<\/p>\n\n\n\n<p>As expected, ube has established itself as a customer favourite. According to Monin&#8217;s 2024 research, <a href=\"https:\/\/monin.us\/blogs\/news\/monin-unveils-2024-flavor-of-the-year-ube\" target=\"_blank\" rel=\"noreferrer noopener\">67% of consumers said they were likely to purchase an ube-flavoured beverage or dessert<\/a>.&nbsp;<\/p>\n\n\n\n<p>To learn why ube is trending, and whether it will become a coffee shop menu staple, I spoke with Andre Chanco of <a href=\"https:\/\/store.yardstickcoffee.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Yardstick Coffee<\/a> and Britt Berg at <a href=\"https:\/\/www.bigfacebrand.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BIGFACE BRAND<\/a>.<\/p>\n\n\n\n<p><strong><em>You may also like <\/em><\/strong><a href=\"https:\/\/perfectdailygrind.com\/2025\/09\/matcha-coffee-shops-cultural-identity-japan\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>our article on whether matcha is losing its cultural identity<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/BIGFACE-ube-iced-latte.webp\" alt=\"A person grabbing a BIGFACE ube latte.\" class=\"wp-image-122297 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/BIGFACE-ube-iced-latte.webp\" alt=\"A person grabbing a BIGFACE ube latte.\" class=\"wp-image-122297 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/BIGFACE-ube-iced-latte.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/BIGFACE-ube-iced-latte-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/BIGFACE-ube-iced-latte-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/BIGFACE-ube-iced-latte-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-first-matcha-is-ube-next\"><strong>First matcha \u2013 is ube next?<\/strong><\/h2>\n\n\n\n<p>In the specialty coffee industry, <a href=\"https:\/\/perfectdailygrind.com\/2025\/08\/drinks-more-customised-shift-away-from-specialty-coffee\/\" target=\"_blank\" rel=\"noreferrer noopener\">beverage customisation has never been so popular<\/a>. Predominantly, <a href=\"https:\/\/intelligence.coffee\/2025\/01\/gen-z-is-making-customised-coffee-cool\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gen Z is driving the trend<\/a>. They want more than \u201cjust a drink\u201d; they are looking for a full sensory experience of indulgent, inspired textures, flavours, and visuals. Plus, they want to steer the ship with their own creative expression.&nbsp;<\/p>\n\n\n\n<p>This trend has given rise to colourful, sweet drinks that feature playful designs and ingredients such as cold foam, matcha, and <a href=\"https:\/\/mtpak.coffee\/2025\/11\/chocolate-drink-packaging-design-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">drinking chocolate<\/a>.<\/p>\n\n\n\n<p>Matcha\u2019s ubiquity across menus, even beyond coffee shops, was primarily driven by its visual appeal; its <a href=\"https:\/\/intelligence.coffee\/2025\/09\/deconstructing-the-matcha-obsession\/\" target=\"_blank\" rel=\"noreferrer noopener\">bright green colour is associated with wellness, sustainability, and luxury<\/a>, making for eye-catching social media posts.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This has positioned aesthetics, viral trends, and algorithms as the main drivers of consumer purchasing decisions. Bringing the world to our fingertips, social media quickly built demand for unique global ingredients.&nbsp;<\/p>\n\n\n\n<p>At the same time, young consumers are seeking \u201c<a href=\"https:\/\/www.thasegawa.com\/wp-content\/uploads\/2024\/12\/2025-Flavor-Trends-T.-Hasegawa.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">flavour escapism<\/a>\u201d with whimsical tastes and branding. Altogether, demand has soared for bold fusions of newfangled, authentic global flavours. Matcha emerged as the perfect vessel for this experimentation, and ube is following suit.&nbsp;<\/p>\n\n\n\n<p>The matcha boom is driving interest in other non-coffee drinks with similar aesthetic appeal. The bright purple ube latte might be on track to <a href=\"https:\/\/www.gqmiddleeast.com\/article\/whats-an-ube-latte-the-caffeine-free-purple-drink-that-wants-to-dethrone-matcha\" target=\"_blank\" rel=\"noreferrer noopener\">dethrone matcha<\/a>.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-ice-cream.webp\" alt=\"A scoop of ube ice cream.\" class=\"wp-image-122296 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-ice-cream.webp\" alt=\"A scoop of ube ice cream.\" class=\"wp-image-122296 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-ice-cream.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-ice-cream-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-ice-cream-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-ice-cream-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Why ube has become so popular<\/strong><\/h2>\n\n\n\n<p>Ube is a purple yam \u2013 a starchy root vegetable <a href=\"https:\/\/laist.com\/brief\/news\/food\/ube-this-purple-phenomenon-has-ancient-roots\" target=\"_blank\" rel=\"noreferrer noopener\">native to the Philippines<\/a> (not to be confused with purple sweet potato or taro) \u2013 whose name means \u201ctuber\u201d in Tagalog. It\u2019s a staple ingredient in Filipino cooking because of its naturally sweet, slightly earthy, nutty, and vanilla-like flavour, making it well-suited to crowd-pleasing coffee shop beverages.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Without any added colours or flavours, ube looks and tastes great in iced and hot drinks. It\u2019s arguably palatable to more customers than matcha and pairs well with a variety of add-ons, such as syrups and cold foam.&nbsp;<\/p>\n\n\n\n<p>\u201cWhen you put ube into drinks, it makes this really beautiful hue that people obviously love to share and take photos of, so it&#8217;s a mix of both utility and aesthetic,\u201d says <a href=\"https:\/\/www.linkedin.com\/in\/brittberg\/\" target=\"_blank\" rel=\"noreferrer noopener\">Britt<\/a>, the COO of <a href=\"https:\/\/www.instagram.com\/bigfacebrand\/\" target=\"_blank\" rel=\"noreferrer noopener\">BIGFACE BRAND<\/a>, a specialty coffee company founded by NBA star Jimmy Butler.<\/p>\n\n\n\n<p>\u201cPeople are also looking for coffee alternatives that are both nutritious and rich in flavour,\u201d Britt says.&nbsp;<\/p>\n\n\n\n<p>Ube checks both boxes: it\u2019s a natural <a href=\"https:\/\/www.healthline.com\/nutrition\/ube-purple-yam\" target=\"_blank\" rel=\"noreferrer noopener\">source of potassium, vitamin C, antioxidants including anthocyanins (which not only give ube its vibrant hue, but may help reduce blood pressure, blood sugar, and inflammation), and prebiotic fibre<\/a>. Ingredients that promote gut and skin health are especially popular among younger generations seeking beauty-enhancing foods.<\/p>\n\n\n\n<p>Southeast Asian foods and beverages are also trending in global caf\u00e9 culture. One factor is that younger consumers in <a href=\"https:\/\/perfectdailygrind.com\/2025\/02\/coffee-customised-beverages-east-asian-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">traditionally tea-drinking cultures across Asia are drinking more coffee<\/a>.&nbsp;<\/p>\n\n\n\n<p>\u201cUbe\u2019s popularity signals that consumers are ready for more Southeast Asian flavours. This creates room for caf\u00e9s to innovate while differentiating their menu,\u201d says <a href=\"https:\/\/www.linkedin.com\/in\/andrechanco\/\" target=\"_blank\" rel=\"noreferrer noopener\">Andre<\/a>, the co-founder of Filipino specialty coffee roaster <a href=\"https:\/\/www.instagram.com\/yardstickcoffee\/\" target=\"_blank\" rel=\"noreferrer noopener\">Yardstick Coffee<\/a>. \u201cIf you look at places like Bangkok or Shanghai, we are also seeing a lot of localisation of flavours being incorporated in their coffee menus.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>Western coffee culture is taking inspiration from popular ingredients in Asian countries. From black sesame to miso to persimmon, North American and European coffee shops have embraced these foods and flavours as staples rather than niche diets or trends.&nbsp;<\/p>\n\n\n\n<p>\u201cUbe stands out visually and feels fresh to those markets,\u201d Andre says. \u201cFor caf\u00e9 operators, it\u2019s also a smart way to add variety without straying too far from familiar flavour profiles. Its earthy notes match with some coffee origins.\u201d&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-vanilla-oat-latte.webp\" alt=\"A person holding a canned ube vanilla latte.\" class=\"wp-image-122295 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-vanilla-oat-latte.webp\" alt=\"A person holding a canned ube vanilla latte.\" class=\"wp-image-122295 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-vanilla-oat-latte.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-vanilla-oat-latte-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-vanilla-oat-latte-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Ube-vanilla-oat-latte-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Coffee shops are embracing ube, but will it last?<\/strong><\/h2>\n\n\n\n<p>Ube\u2019s long track record in Asian food and beverage cultures shows that it\u2019s a worthwhile investment for coffee shops. Needless to say, many specialty coffee shops are making ube a more permanent fixture on their menus.&nbsp;<\/p>\n\n\n\n<p>\u201cIt has become a reliable seasonal or limited-time item that drives traffic, an increase in average checks, and social engagement,\u201d Andre says.&nbsp;<\/p>\n\n\n\n<p>Ube first became Instagram-famous around 2016; one of the first viral trends was <a href=\"https:\/\/www.instagram.com\/p\/BK7SjKEgpXQ\/\" target=\"_blank\" rel=\"noreferrer noopener\">Manila Social Club\u2019s ube doughnuts in New York City<\/a>. Ube then made its way to caf\u00e9s in the US by 2020, and in <a href=\"https:\/\/www.delicious.com.au\/eat-out\/cafes\/article\/ube-lattes-purple-trend-taking-over-cafes\/qjon28er\" target=\"_blank\" rel=\"noreferrer noopener\">Australia<\/a> and <a href=\"https:\/\/www.parisselectbook.com\/2025\/09\/12\/angelina-se-lance-a-la-conquete-des-gourmands-avec-ses-premieres-journees-du-chocolat\/\" target=\"_blank\" rel=\"noreferrer noopener\">Europe<\/a> more recently. Coffee chain <a href=\"https:\/\/www.instagram.com\/p\/DJV6P7atgw6\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pret A Manger also launched an Ube Br\u00fbl\u00e9e iced latte<\/a> in the US and Europe in May 2025.<\/p>\n\n\n\n<p>In summer 2024, BIGFACE BRAND moved to stand out in the <a href=\"https:\/\/intelligence.coffee\/2024\/05\/why-sweet-coffee-drinks-are-growing\/\" target=\"_blank\" rel=\"noreferrer noopener\">saturated ready-to-drink (RTD) coffee market<\/a> and launched a canned <a href=\"https:\/\/www.bigfacebrand.com\/collections\/coffee\/products\/bf-rb-uv?_pos=3&amp;_fid=6a2226be8&amp;_ss=c\" target=\"_blank\" rel=\"noreferrer noopener\">ube vanilla latte<\/a>. Compared to the brand\u2019s other original oat and coconut cinnamon RTD lattes, Britt says the ube vanilla is the most popular flavour.<\/p>\n\n\n\n<p>Ube\u2019s great marketing power heeds respect to its roots. Caf\u00e9 operators need to be mindful about using authentic ingredients and respecting Filipino culture, rather than reducing ube to a sales gimmick.&nbsp;<\/p>\n\n\n\n<p>\u201cIt\u2019s not just a colour or trend; it\u2019s an ingredient with heritage that supports Filipino farmers,\u201d Andre explains. \u201cThat story is part of its value proposition. Personally, for me, it\u2019s a snack I grew up enjoying when I was a kid.&#8221;<\/p>\n\n\n\n<p>Ube is a heritage that has persisted in the Philippines through generations, with a sustainable flow of demand and production.&nbsp;<\/p>\n\n\n\n<p>\u201cThe challenge is sourcing consistency and avoiding product fatigue if everyone jumps on it. Similar to what\u2019s happening to matcha at the moment,\u201d Andre says, referring to the <a href=\"https:\/\/perfectdailygrind.com\/2025\/09\/matcha-shortage-japan-production\/\" target=\"_blank\" rel=\"noreferrer noopener\">matcha shortage caused by unsustainable demand pressure on Japanese producers<\/a>.&nbsp;<\/p>\n\n\n\n<p>In fact, high demand contributed to <a href=\"https:\/\/usa.inquirer.net\/57845\/high-demand-causing-ube-shortage-says-fil-am-food-manufacturer\" target=\"_blank\" rel=\"noreferrer noopener\">ube shortages<\/a> for some suppliers back in 2020.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Yardstick-ube-latte.webp\" alt=\"Yardstick ube latte.\" class=\"wp-image-122294 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Yardstick-ube-latte.webp\" alt=\"Yardstick ube latte.\" class=\"wp-image-122294 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Yardstick-ube-latte.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Yardstick-ube-latte-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Yardstick-ube-latte-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/11\/Yardstick-ube-latte-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<p>The specialty coffee industry \u2013 which prides itself on responsible supply chains \u2013 can uphold its values while sourcing and serving ube. As it becomes cemented on coffee shop menus, ube creates endless opportunities to celebrate Filipino culture.&nbsp;<\/p>\n\n\n\n<p>\u201cThere&#8217;s still opportunity within the market for people to learn about ube,\u201d Britt concludes. \u201cI don&#8217;t think it&#8217;s going anywhere anytime soon \u2013 just like matcha or turmeric or any of those have become staples on menus.\u201d<\/p>\n\n\n\n<p><strong><em>Enjoyed this? Then read <\/em><\/strong><a href=\"https:\/\/perfectdailygrind.com\/2025\/07\/is-matcha-the-new-espresso\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>our article on whether matcha has become the new espresso<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n\n<p>Photo credits: <a href=\"https:\/\/store.yardstickcoffee.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Yardstick Coffee<\/a>, <a href=\"https:\/\/www.bigfacebrand.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BIGFACE BRAND<\/a><\/p>\n\n\n\n<p><em>Perfect Daily Grind<\/em><\/p>\n\n\n\n<p><strong>Want to read more articles like this? <\/strong><a href=\"https:\/\/manage.kmail-lists.com\/subscriptions\/subscribe?a=WsEz8z&amp;g=XDR4xE\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sign up for our newsletter<\/strong><\/a><strong>!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Although ube has been a staple ingredient in Filipino cuisine for generations, the purple root vegetable has recently proliferated across social media and caf\u00e9 menus worldwide.&nbsp; Ube was named the 2024 Flavour of the Year by major flavour and fragrance producer, T.Hasegawa, and bright purple drinks are now making even a bigger splash.&nbsp; Datassential predicted [&hellip;]<\/p>\n","protected":false},"author":1097,"featured_media":122298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13122],"tags":[14776,11765,11933,12459,15609,15607,15608],"class_list":["post-122293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-drinks-explained","tag-coffee-shops","tag-english","tag-food-trends","tag-philippine-coffee","tag-southeast-asia","tag-ube","tag-ube-lattes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is ube a lasting flavour trend in coffee shops? 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