Assortiment de boissons violettes à l'ube, latte chaud, glacé et frappé

Ube, the food trend of 2026 (and why it's more than a fad)

By the Ube Time team · 7 September 2026 · 4 min read

Vividly purple lattes, amethyst-coloured cakes, ice creams that stop your scroll. In 2026, ube is everywhere. But behind the Instagram trend lies a root grown for centuries.

Where does this purple wave come from?

Ube wasn't born yesterday. This purple yam has been a pillar of Filipino desserts for generations. What's new is its arrival in the West: launched in the United States around 2016, it won over Berlin from 2024, then swept across Europe in 2026. In March 2026, Starbucks even added an iced ube and coconut macchiato to its menu, exposing this tuber to a wider audience than ever. Euronews, for its part, went as far as calling it “the new matcha”.

The reason for this craze comes down to one word: colour. A spectacular purple, 100% natural, without the slightest dye. In an age where content has to catch the eye in a second, ube is a gift for creators and cafes alike.

Hot purple ube latte in a ceramic cup with latte art
A homemade ube latte, its colour comes from the root, not a dye.

Why ube appeals so much

Beyond its colour, ube has substance. Its taste is sweet and indulgent, somewhere between vanilla and hazelnut, far less bitter than matcha. It is naturally caffeine-free, so perfect at any time of day. And it is incredibly versatile: a single spoonful is enough to colour and flavour a latte, a porridge, a cheesecake or an ice cream. To understand how it differs from other purple roots, we've detailed everything in our ube guide.

The purple of ube doesn't come from a dye: it's the colour of anthocyanins, the same pigments as blueberry.

Passing fad or lasting trend?

The real question. And everything suggests ube is here to stay. Unlike a purely aesthetic fad, ube rests on a real culinary tradition and centuries of use in the Philippines. It's exactly the path matcha followed: first a colourful curiosity, then an ingredient here for good. The difference that matters is quality. Many “ube latte mixes” are mostly sugar and flavourings. Real ube is a pure powder, with no compromise.

Ube latte with latte art next to a bowl of pure ube powder
The pure powder, and the latte it makes in two minutes.
Did you know

The variety we chose, Kinampay, is the most sought after in the Philippines. It is grown on the island of Bohol, then dried and finely milled to preserve its aroma and natural purple.

How to enjoy it at home

Good news: no need to head to a trendy cafe. With a 100% pure ube powder, a teaspoon, a little hot water and the milk of your choice, your homemade ube latte is ready in two minutes. Fancy some variety? Our recipe library is bursting with ideas, from iced latte to purple cheesecake.

Ready to taste the real colour of ube?

Our 100% pure Kinampay powder, delivered across Europe.

Discover Ube Time powder
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