Ube: The New Trend in UK Cafés and Bars

Ube, a purple root vegetable native to the Philippines, has gained significant popularity in the UK, particularly in cafés and bars, following a surge in social media attention. Known for its nutty, creamy flavor reminiscent of a blend between coconut and vanilla, ube is being hailed as the "new matcha." Major coffee chains, including Starbucks and Costa, have recently introduced ube-flavored drinks, responding to a growing consumer demand that has been fueled by viral trends on platforms like TikTok.

The Guardian

Ube has long been a staple in East Asian cuisine, often used in desserts. Noa Wang, owner of Bar Lotus in Dalston, London, has incorporated ube into her cocktail menu since the bar's opening in 2024, noting its popularity among customers. Wang describes ube as a nostalgic ingredient for many East Asians, stating, “We have lots of desserts using that in our childhood memories.” The vibrant color and unique taste of ube have made it a favorite among patrons, contributing to its status as one of the bar's top-selling drinks.

The Guardian

The impact of social media on consumer choices is evident, with 49% of UK consumers reporting they have purchased a drink after seeing it featured online. Regina Maiseviciute-Haydon, a food and drink associate principal at Mintel, highlights ube's photogenic qualities, stating that its vivid purple hue is "highly photogenic" and well-suited for social media. This visual appeal has played a crucial role in its rapid rise to fame, as consumers are drawn to the aesthetic of ube drinks showcased in online content.

The Guardian

Bettina Campolucci Bordi, a chef known for her wellness retreats, has observed the increasing demand for ube in various culinary applications, likening its rise to that of matcha in previous years. She emphasizes that ube's mild sweetness and familiar flavor profiles make it an "approachable yet exciting" innovation. Bordi has utilized ube in diverse recipes, including tiramisu and pancakes, further demonstrating its versatility in modern cuisine.

The Guardian

As ube continues to capture the attention of consumers and food enthusiasts alike, its presence in the UK market is likely to expand. The combination of its unique flavor, cultural significance, and social media appeal positions ube as a lasting trend in the beverage and culinary landscape. With brands increasingly pairing ube with familiar flavors, its potential for broader acceptance and integration into mainstream offerings remains promising.

The Guardian