T. Hasegawa USA declares ube 2024’s ‘flavor of the year’

Dive Brief:

• Ube — a bright purple root grown in the Philippines — was named the flavor of the year in flavoring giant T. Hasegawa USA’s 2024 trends report. The ingredient contains a nutty, sweet and mildly earth taste and can be used in a variety of applications in desserts like ice cream, beverages like bubble tea and savory dishes like mashed potatoes.
• The ingredients company said ube’s bright purple hue and comforting taste makes it appealing to consumers as natural food colors continue to grow in popularity on social media.
• 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.

Dive Insight:

T. Hasegawa believes it has a pulse on the trending tastes through its decades spent crafting flavors for food and beverage products. The flavor it chose to highlight reflects peoples’ desire for unique tastes and health attributes.

On top of its color and flavors, ube (pronounced “oo-beh”) contains better-for-you elements like vitamin C, potassium and antioxidants. The ingredients company said the ingredient has a versatile taste profile that can suit an array of food and beverage applications.

The company predicted the CPG space in the next year will embrace exotic tastes with a nostalgic sense of comfort. Some of the trends the company highlighted include “glocal” (global and local) cooking elements that bring variety to locally grown foods, and dietary elements that promote healthy aging and vitality.

“The overarching theme is that consumers are seeking heightened culinary experiences, across every category in the industry,” Doug Resh, T. Hasegawa USA’s director of commercial marketing, said in a statement.

The potential for ube to gain popularity though its bright purple hues tracks with Gen Z’s increasing interest in food items containing bold colors and better-for-you attributes.

Other ingredients giants are capitalizing on the growth in ingredients from the Eastern hemisphere. In September, confectionery giant Ofi developed a set of Asian-inspired pairings for its deZaan cocoa products that it developed using artificial intelligence. Some of these flavors include miso, matcha and spicy chili. Ofi told Food Dive it uses AI technology to bring its products more in line with growing consumer trends.