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Story summary
- Ube has surged in the United Kingdom after success in the United States and Australia.
- Major brands such as Starbucks and Costa feature ube in drinks and desserts, highlighting its nutty, creamy flavor.
- Social media drives adoption, with 49% of UK consumers reporting they purchased a drink after seeing it online.
- Chef Bettina Campolucci Bordi notes ube's visual appeal and versatility, likening it to matcha and its nostalgic uses.
