Move over pumpkin spice—2024 belongs to ube. This vibrant purple yam, a staple in Filipino cuisine, has officially been named the Flavor of the Year by leading food trend forecasters. Known for its nutty, sweet, and earthy flavor, ube has captured the hearts (and taste buds) of foodies worldwide. From Trader Joe’s ube ice cream to Starbucks’ Ube Latte, this Filipino ingredient is making waves in mainstream markets.
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