My honest review of the internet's latest food obsession taking over London - Britain

A comp of two purple ube drinks (L) and two ube pastries (R)
Sweet, purple and all over your feed (Picture: Patrycja Zaras)

It’s no secret that at Metro HQ, we’re suckers for a sweet treat.

Whether it’s the new white chocolate Hobnobs from McVitie’s, the Magnolia Bakery banana pudding pop-up, or the Roll Boys cinnamon rolls, we’re always happy to taste-test the latest sweet sensation.

But there’s one foodie trend which has been the headline flavour of 2026, and it’s ube.

If you’re still not clear on exactly what ube is, it’s a bright purple yam native to the Philippines, which has long been a signature ingredient in Filipino cooking, used in everything from jam to cakes.

It’s been taking the foodie world by storm over the past few months though, first going mainstream in coffee chains in 2025 when Starbucks put the flavour profile on its menu and Pret added a limited-edition Ube Brûlée Latte to its menu.

It’s pleasantly sweet without ever being cloying, boasting nutty notes and a subtle earthiness. If matcha drinks are a little too bitter for your taste, ube could be the perfect alternative.

And much like matcha before it, people are loving it so much that demand has reportedly contributed to shortages in the Philippines. It’s hardly surprising, given that in 2025, the Asian country shipped out about £2.41 million worth of ube — nearly 1.7 million kilograms — a close to 20% increase from the previous year.

Maginhawa Group is the collection of Filipino-inspired restaurants and concepts founded by restaurateur Omar Shah (Picture: Patrycja Zaras)

‘When I opened Mamasons nearly a decade ago, ube was virtually unknown in the UK. We spent most of our time explaining what it was rather than selling it,’ restaurateur Omar Shah, who owns several Filipino spots in London, tells Metro.

Now, you can find it everywhere from Costa to independent market stalls across the capital. Starbucks even dubbed it ‘this year’s taste (and colour) of spring’.

‘Nine years ago people would often walk out when we told them we didn’t have vanilla, chocolate or strawberry. Today, people walk in specifically asking for ube,’ he adds.

But Omar hopes its popularity will spark curiosity about its roots.

‘Ube isn’t just a colour or a trend; it’s an ingredient with deep cultural roots in the Philippines. As its popularity grows, it’s important that people also learn about the history, traditions and communities behind it,’ he adds.

And if you’re yet to try it, now might be the perfect opportunity.

Visiting London’s ube trail

Hey, foodies! Add us as a Preferred Source

At Metro Food, we’re here to bring you all the latest foodie news, delicious recipes, restaurant reviews, and cooking tips. As a loyal reader and a part of our vibrant community, we want to make sure you never miss our articles when searching for stories

Click the button below and tick Metro.co.uk to ensure you see stories from us first in Google Search.

Add us as a Preferred Source

From the latest Walkers flavours to the secret McDonald’s menu, Metro Food has it all

London is getting its first-ever ube trail, with a collection of Filipino-inspired restaurants offering 10% off selected ube products until the end of the month.

All the venues are located along Kentish Town Road, making the trail easy to follow and entirely doable in the space of an afternoon.

Participating sites:

Café Mama & Sons – 83 Kentish Town Road
Mamasons – 91 Kentish Town Road
Bintang – 93 Kentish Town Road
Belly –157 Kentish Town Road

But we won’t send you in blind. We visited three of the stops – bakery Cafe Mama & Sons, ice cream parlour Mamasons, and viral restaurant Belly, to bring you our honest recommendations.

Cafe Mama & Sons is helping bring Filipino flavour to a new generation of foodies (Picture: Patrycja Zaras)
Cafe Mama & Sons

Must-try: Ube mochi bow, ube latte and ube matcha.

Start the trail with an ube mochi croissant and an iced ube matcha.

The bakery’s signature pastry features chewy ube mochi tucked inside a flaky, house-laminated croissant bow, finished with a light sugar glaze and toasted coconut flakes. Paired with the refreshing ube matcha, it makes for a fun (and delicious) alternative to your standard brunch order.

I’ll admit I’m biased here, as mochi is my all-time favourite sweet treat, but the contrast between the chewy filling and flaky croissant is so satisfying that I can’t think of a reason not to give it a go.

Ube-filled bilog buns (Picture: Patrycja Zaras)
Mamasons

Must-try: Bilog and ube ice cream tubs.

The main attraction here is the parlour’s signature ube ice cream, available on its own or as a bilog – an indulgent ice cream sandwich nestled in soft pandesal bread that could prove particularly popular during the upcoming heatwaves.

The vibrant purple colour has helped make ube a social media sensation (Picture: Patrycja Zaras)

I enjoyed it, although I’d recommend sharing one between two people, as the portion is pretty substantial for one person alone.

The ice cream itself ended up being my favourite thing I sampled all day. It’s gently sweet, refreshing and lightly earthy. If you live nearby, I’d strongly recommend stocking up on a whole tub.

Belly

Must-try: Ube tiramisu.

One of my favourite food discoveries of last year and recently added to the Michelin Guide, Belly has gone viral for its excellent ube tiramisu. The dessert may be what gets people through the door, but it’s worth staying for the whole dinner.

The tiramisu is hands down my favourite twist on the classic dessert. (Although I’m yet to try another internet sensation, Mitsu’s matcha tiramisu – I’ll report back in The Slice.) It combines delicate layers of ube sponge and cream with a subtle rhubarb tang, all topped with a luscious purple ube cream.

With mains ranging from £18 to £33, each a standout in its own way with no weak links among them, (the Woodland mushroom arroz caldo completely won me over), it’s a no-brainer for date night.

And then there’s the staff. Some of the loveliest you’ll find anywhere in London – I still think very fondly of this place because of them.

Belly’s viral ube tiramisu (Picture: Patrycja Zaras)