While many local consumers are first drawn to its vibrant purple colour, the vegetable\u2019s appeal goes beyond its appearance. It\u2019s described as tasting sweet, earthy and subtly nutty; the flavour sitting somewhere between vanilla and sweet potato.<\/p>\n
That combination of colour and flavour has helped ube gain attention online, where visually distinctive foods often become popular through social media, and widespread use in products. Z petrol stations recently introduced an ube coffee range, including iced ube latte and iced ube matcha. <\/p>\n
However, for many New Zealand-Filipino families, ube is more than a food trend. <\/p>\n
\u201cLike many migrant families living in Aotearoa, my husband Chris and I found ourselves deeply longing for the comforting flavours of home,\u201d Del Rosario says. <\/p>\n
The couple founded Gian\u2019s Sorbetes in 2019, inspired by the street-cart ice cream and flavours they grew up with in the Philippines. <\/p>\n
\u201cWhat makes us proudest about [ube] hitting the mainstream is that we can introduce New Zealand\u2019s diverse community to the authentic Filipino flavours,\u201d she says. <\/p>\n
Auckland\u2019s Hill House Cafe and Farm House Cafe owner Peter Matvos discovered ube while attending two weddings in the Philippines.<\/p>\n
\u201cEverywhere we went, there were beautiful purple desserts featuring ube. I absolutely loved it from the first bite. The colour was striking, but it was really the flavour and texture that won me over,\u201d Matvos says. <\/p>\n
He added ube to his Auckland cafe\u2019s menu in 2021, and today it features in cakes, gelato, their high tea and drinks. <\/p>\n
\u201cWhenever we launch an ube product, it tends to sell very quickly,\u201d Matvos says. <\/p>\n
Yuki Shikano from Auckland\u2019s Dear Deer says the cafe noticed the growing interest last year.<\/p>\n
\u201cDue to its growing popularity around the world, we thought ube had the potential to create a distinctive and eye-catching beverage that would stand out on our menu,\u201d Shikano says. <\/p>\n
The ube coconut latte is a popular seller, with the drink\u2019s vibrant colour attracting attention, although Shikano sees it more as a seasonal menu item.<\/p>\n
While the cafe has not focused heavily on highlighting ube\u2019s cultural background, Shikano says staff often explain the ingredient\u2019s Filipino origins to curious customers and Matvos\u2019 team has been encouraged to do the same. <\/p>\n
\u201cThat allows them to share that knowledge with customers who may be trying it for the first time. We see it as a way of celebrating and respecting the ingredient\u2019s heritage,\u201d he says.<\/p>\n
\u201cWe have a large Filipino community in New Zealand, and I think that has helped introduce more people to ube over time.\u201d<\/p>\n
Ube is a purple yam, seen here next to ube jam.<\/p>\n