Ube, the bright purple root grown in the Philippines, is the 2024 flavor of the year.

According to flavoring giant T. Hasegawa USA’s 2024 trends report, the ingredient contains a nutty, sweet and mildly earth taste. It can be used in a variety of applications in desserts like ice cream, beverages like bubble tea and savory dishes like mashed potatoes.

The company said ube’s bright purple hue and comforting taste makes it appealing to consumers.

Asian flavors and ingredients are on the rise in the U.S., and T. Hasegawa believes ube will join others like lychee, miso, matcha and yuzu in the next year by appearing in more food and beverage products.

Have you tried ube? What was your flavor of 2023?