The magic of Purple ‘Ube’— Green colored ‘Matcha’, which has been ruling among coffee and tea lovers for the last several months, is now facing tough competition. From Delhi’s Khan Market to Mumbai’s Colaba, a deep purple hue is fast making its way into café menus. The name of this new trend is ‘Ube’. Due to its attractive color and creamy taste, this root vegetable has become the first choice of social media influencers and food bloggers.

Matcha’s era is over! Now the magic of Purple ‘Ube’ is spreading in Indian cafes and social media.

What is Ube and why is it going viral?

Ube is a root vegetable originally from the Philippines. In appearance it is similar to Indian sweet potato, but its pulp is dark purple. It has been used for centuries in the local culture of the Philippines as ‘Halayang Ube’ (sweet paste). The biggest reason for its increasing popularity in the metro cities of India is its natural bright color, which looks very beautiful even without any filter on Instagram and photo-sharing apps.

Ube is quite unique in terms of taste. It is neither too sweet nor bland. It has a combined flavor of nuts and vanilla, making it a great base for hot lattes, cold coffee, ice cream and pastries.

Expert opinion: New combination of health and taste

“Ube is not only beautiful to look at, but it is also rich in antioxidants like anthocyanin. According to Indian tastes, it has a mild creamy and earthy flavor, which consumers are liking more than the bitterness of matcha.”
—Food Consultant and Pastry Expert

Effect on cafe culture: Now order ‘Ube’ instead of ‘Macha’

According to leading café owners in the city, demand for ube-based drinks has seen a 40% increase in the past month. This trend is not limited to taste alone; People are also seeing it as a ‘health shot’ and ‘aesthetic drink’. Currently, Ube Latte and Ube Cheesecake have become best-selling items in cafes in posh areas of the city.

In the coming days, this trend is expected to reach premium cafes in small towns also. If you are also fond of trying something new, then do not forget to order ‘Purple Latte’ in the cafe next time.