What The Eff Is Ube Anyway & Why Are People So Obsessed With It? (2024)

A veggie in dessert?!

By Allison Arnold
What The Eff Is Ube Anyway & Why Are People So Obsessed With It? (1)

Ube is known for its bright purple color. You've probably seen it in desserts like ice cream and cookies. But what exactly is ube? And what are the best ways to cook with it? We went to Amy Besa, owner of the Filipino restaurant Purple Yam in New York City and author of Memories of a Philippine Kitchen, to learn more about this ingredient and how to use it.

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What Is Ube?Where Does Ube Come From?How To Use UbeWhat Does Ube Taste Like?Where To Buy Ube

What Is Ube?

Ube is a starchy root vegetable native to the Philippines. It's used in recipes more often than eaten on its own, so you may not be aware of what it actually looks like. Growing up in the Philippines, Besa said ube was often eaten in the form of a jam called halaya. This has made some people think that ube was the jam itself, rather than an ingredient.

Ube is the Tagalog word for purple yam, but don't confuse it with the nearly identical purple sweet potato, also called the Okinawa sweet potato, or taro. While ube and purple sweet potatoes are similar and can sometimes be used interchangeably, there are some differences. Ube grows above ground on vines; purple sweet potatoes are grown in the ground. Ube has a much starchier texture.

There are also several varieties of ube. For example, the sapiro variety is fragrant, with a light lavender color and smooth, creamy texture, according to Besa. The deep purple yam is another variety she uses, and it's coarse with a dark purple hue.

Where Does Ube Come From?

Ube is native to southeast Asia and is particularly prominent in the Philippines, where it's used in several traditional recipes from savory entrees to desserts.

How To Use Ube

While ube is used in both sweet and savory dishes, Besa said that it's primarily used in sweet recipes. Ube halaya, or ube jam, is often used in desserts like halo-halo (Filipino shaved ice) or added to pies and ice cream, which you can often find at Purple Yam. Besa's husband, Romy Dorotan, who's also the restaurant's chef, adds ube powder to lumpia (spring rolls) and pandesal (traditional Filipino rolls). You can also find ube incorporated into dishes like ginataang, a pudding-like mixture made with coconut milk. Ube is also mashed and added to bilo-bilo, which are sweet mochi-like balls.

What Does Ube Taste Like?

Ube has a slightly sweet and nutty flavor. "Many people mistake the flavor of ube with the flavors they get from the jam," said Besa. "The ube is a starch so it's more of a neutral flavor." In the U.S., we often only have access to frozen ube, which she said often lacks flavor and aroma compared to fresh ube.

Where To Buy Ube

"If you really want to know what the flavor of ube is, then you really have to get it fresh and whole," said Besa. But fresh ube can be difficult to find in the U.S. Frozen ube, however can be found in some stores, especially Asian supermarkets.

What The Eff Is Ube Anyway & Why Are People So Obsessed With It? (3)

Allison Arnold

Associate Editor

Expertise: food & culture (Sustainability, Health, Travel)

Education: M.S. in Journalism from Columbia University, B.S. in Information Science (User Experience Design) from the University of Michigan

About Me: As the Associate Editor at Delish, Allie is a writer, reporter, and producer of features at the intersection of food and culture. Before Delish, Allie worked for publications including Apartment Therapy and Insider. She even spent time working in restaurants and breweries. Allie has dumpster-dived in NYC to expose food waste, reported on the invasive lionfish you can eat, and wrote about the growing trend of weed weddings. Her health and nutrition stories on hydration culture, bananas, and coffee have generated nearly 2M combined views. She loves traveling, running, and eating her way through new places and even has a thorough Google Maps ranking system for her favorite restaurants and bars! When not writing about food, she's planning her next trip, lifting weights, or training for a race.

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What The Eff Is Ube Anyway & Why Are People So Obsessed With It? (2024)

FAQs

What The Eff Is Ube Anyway & Why Are People So Obsessed With It? ›

Ube is a starchy root vegetable native to the Philippines. It's used in recipes more often than eaten on its own, so you may not be aware of what it actually looks like. Growing up in the Philippines, Besa said ube was often eaten in the form of a jam called halaya.

Why is ube so popular? ›

Ube powder, made with dehydrated, ground ube and ube extract, can also impart that heavenly hue. Given the recent spate of interest in the vegetable, there's pressure to make it appear purple, says Besa. "The reason it's so popular is the novelty of the color," she says. What's more, ube is not very accessible.

Why is ube so expensive? ›

Due to dwindling local production and the need to meet export demands, ube flavoring and color has become common in the Asian country. Scarcity in supply of the crop has also resulted in high prices.

What's the difference between ube and purple sweet potato? ›

Ube vs Purple Sweet Potato

The difference between ube and purple sweet potato is that ube is a yam instead of a sweet potato. This means that the skin of the ube is rough and bark-like instead of thin and smooth like that of the purple sweet potato.

What is the difference between Taro and ube? ›

The main differences between taro and ube are their origin, the shape and color of their roots, and their flavor and traditional uses. Taro is native to Southeast Asia and has white or light purple roots, while ube (also known as purple yam) is native to the Philippines and has purple roots.

What does ube do to the body? ›

Ube is a good source of dietary fiber, which plays a vital role in promoting gut health. Fiber helps keep you feeling full and satisfied, aids in digestion, and may even help regulate blood sugar levels.

What is a fun fact about ube? ›

— It has a smooth texture and a mild, sweet flavor that has been compared to white chocolate or a cross between vanilla and pistachio. — Yes, that unearthly color is natural — you can see it as soon you slice into a raw tuber. — No, it's not the same as taro, although they are often confused.

What is ube called in English? ›

Dioscorea alata is a species of yam commonly referred to as purple yam, ube, violet yam, or water yam. This tuberous root vegetable originates from Southeast Asia and is often confused with taro root. An indigenous staple of the Philippines, it's now cultivated and enjoyed worldwide.

Can you buy ube in the US? ›

Fresh ube. Ube is rarely imported as a fresh tuber in North America, but can sometimes be found fresh in the produce sections of Asian grocery stores.

What tastes similar to ube? ›

Taro and ube are two delicious and nutritious root vegetables that are popular in many Asian cuisines. While they both have a similar taste and are often used in sweet dishes, they differ in texture and nutritional value.

Can you eat ube raw? ›

You have to thoroughly break down these foods' starchy composition to make them easier to eat and digest, which is why raw ube needs to be boiled, steamed, or roasted first — processes that take up to 30 minutes. Furthermore, raw ube is toxic, so it's essential to cook it well before adding it to a recipe.

What pairs well with ube? ›

Ube tastes mildly sweet (but sweeter than taro and a sweet potato), with a nutty flavor, and is a bit like a vanilla baked good. That's why it's commonly paired with coconut and white chocolate in desserts.

Is ube good for diabetics? ›

It has a lower glycemic index compared to other starchy foods, meaning it causes a slower and steadier rise in blood sugar levels after consumption. This property makes Ube a favourable option for individuals managing diabetes or those aiming to control blood sugar fluctuations.

Can dogs eat ube? ›

Is Ube Safe for Dogs? Provided the ube has been properly prepared (boiled or steamed) it is perfectly safe for dogs to eat. Feeding a large amount in one go will likely lead to gastrointestinal upset or discomfort, so don't go too crazy.

Why is ube so delicious? ›

Ube, meaning tuber in Tagalog, is a purple yam originally from the Philippines. Different than the purple sweet potato, it has an even sweeter, more mellow taste than its orange relative.

Does taro have caffeine? ›

The answer to the question of whether taro contains caffeine is straightforward: No, taro does not naturally contain caffeine. Unlike coffee beans, tea leaves, or cocoa beans, which naturally harbor caffeine, taro is free from this stimulant.

Why are Filipinos obsessed with ube? ›

In Filipino culture, ube is not just a food but also a symbol of Filipino resilience and adaptability. Even during challenging times, the ube plant thrives, much like the Filipino spirit.

Why is ube so popular in Hawaii? ›

Ube likely first arrived in Hawai'i with the sakadas, Filipino migrant workers who came to the islands starting in the early 1900s to work on the growing cane and pineapple plantations; Barbosa's own great-grandparents were sakadas, and her paternal grandmother was born on O'ahu in 1921.

Where is ube most popular? ›

While the ube has long been a staple in Filipino cuisine-used in cakes, puddings, flan, cheesecake, and more-it's only made its way into mainstream U.S. culture in the last few years.

What is the trend in ube flavor? ›

A Quick Look at Ube:
  • 250% growth in ube flavor new products from 2018-2022.
  • 143% growth on the menu in the past 4 years and 70% growth in 2022.
  • According to Datassential flavor tool, ube is in the 17th percentile among all foods & flavors, meaning consumers love ube more than 17% of all other items.

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