Courtesy of T. Hasegawa USA. Source Food Dive
T. Hasegawa USA, a major player in the world of ingredients, has conferred Ube, a vibrant purple root originating from the Philippines, the ‘flavor of the year’ title in its upcoming 2024 trends report. Relished for its nutty, sweet, and subtly earthy taste, Ube finds versatile applications in various culinary delights, ranging from desserts like ice cream to beverages such as bubble tea, and even savory dishes like mashed potatoes.
With its appealing bright purple hue and comforting flavor, T. Hasegawa believes that ube aligns with the growing preference for natural food colors, a trend gaining traction on social media platforms. As the popularity of Asian flavors and ingredients continues to ascend in the United States, T. Hasegawa anticipates ube to follow suit, joining the ranks of trendy choices like lychee, miso, matcha, and yuzu in an array of food and beverage products.
T. Hasegawa, drawing on its extensive experience in crafting flavors for the food and beverage industry, sees ube as a reflection of consumers' quest for distinctive tastes combined with health-conscious attributes. Beyond its visual and taste appeal, ube, pronounced "oo-beh," boasts beneficial elements such as vitamin C, potassium, and antioxidants. Its versatile taste profile makes it suitable for a wide range of culinary applications.
Looking ahead, T. Hasegawa predicts a surge in the consumer packaged goods (CPG) space embracing exotic tastes infused with a sense of nostalgia and comfort. The company highlights emerging trends like "glocal" cooking elements that blend global and local influences, as well as dietary aspects promoting healthy aging and vitality.
Doug Resh, Director of Commercial Marketing at T. Hasegawa USA, emphasizes that consumers are increasingly seeking elevated culinary experiences across all industry categories. This forecast aligns with the potential for ube to gain popularity, especially considering the growing interest among Gen Z in food items characterized by bold colors and health-enhancing attributes.
Notably, other major players in the ingredients industry are capitalizing on the surge in demand for Eastern hemisphere flavors. In September, confectionery giant Ofi leveraged artificial intelligence to develop a set of Asian-inspired pairings for its deZaan cocoa products, featuring flavors like miso, matcha, and spicy chili. This strategic move reflects a concerted effort to align products with evolving consumer trends.
