T. Hasegawa USA shares 2024 trends, identifies ube as 2024’s top new flavor
Flavor experts at California-based T. Hasegawa USA have identified ube as the official “2024 Flavor of the Year.”
A bright purple tuberous root hailing from the Philippines, ube has gained international recognition for its exquisite purple hue and distinctive earthy, nutty and sweet flavor profile. Thanks to its trademark violet or lavender color and versatile use, ube is fast becoming a mainstream US ingredient. It works in a multitude of applications ranging from savory dishes (such as purple mashed potatoes, gnocchi and sauces) to its role infusing a twist into desserts, baked goods and even beverages.