After conducting extensive consumer research, premium flavoring company Monin has selected ube as its 2024 Flavor of the Year and the latest clean label syrup to join its portfolio of over 200 flavorings.

Monin Ube Syrup adds distinctive, eye-catching hues of purple to beverage and culinary creations. Made without artificial ingredients, Ube Syrup features a mildly nutty profile with earthy, sweet undertones and hints of fig, cinnamon and vanilla for a well-balanced and versatile flavor.

Ube is a staple of Filipino desserts and cuisine and has been celebrated across Southeast Asia for years. Ube growth is predicted to outperform 88 percent of all other foods, beverages and ingredients over the next four years, and is projected to grow more than 48 percent on US menus through 2027 (according to Datassential). Monin research finds that 67 percent of consumers say they are likely to purchase an ube-flavored beverage or dessert.

“Café and restaurant patrons are looking for novel, memorable experiences, and that extends to what’s in their glass and on their plate. What makes Ube Syrup unique is that it delivers on both allure and versatility,” says Bill Lombardo, chief executive officer of Monin Americas. “Our Flavor of the Year has endless applications in food and beverage recipes. Its incredible flavor profile and vivid color will seamlessly elevate any cocktail, dessert, sauce or non-alcoholic beverage.”

“At Monin, we listen to our customers, and we selected this year's flavor with them in mind,” says Stasha Johnston, senior vice president of marketing at Monin Americas. “Ube has been popular in Asian cultures for years, and now it is seeing a rapid increase in popularity stateside. Monin Ube Syrup aligns with several of the trends we see emerging for 2024. It blends authentic, global ingredients for a unique flavor experience, and gives operators an easy way to infuse beverages with the yam’s signature vivid purple hue. And as social media continues to influence food and beverage trends, Ube Syrup is the perfect blend of vibrant, delicious and unique to capture new customer interest and delight existing ones.”

In years past, Monin has predicted trending flavors, including its 2023 Flavor of the Year, Hot Honey Syrup.