UK coffee giants Costa Coffee and Starbucks unveiled ube‑based menus this month, chasing the visual‑driven success of matcha among younger spenders. The purple yam, native to the Philippines, has already appeared in limited editions from Pret A Manger and Black Sheep Coffee.

The launch follows a broader trend of specialty drinks that command a premium. Matcha lattes can cost up to 20 % more than regular lattes, while Starbucks’ ube vanilla velvet latte starts at £5.45 and Costa’s sweet ube frappé at £4.35. Retailers argue the colour drives Instagram engagement.

Industry analysts warn that the push could erode market share already lost to niche rivals such as Blank Street, which is courting $100 million in new funding. The move reflects a struggle for mainstream chains to keep pace with wellness‑oriented, visually striking beverages.

For investors, the ube experiment signals a continued race for differentiation in a tightening coffee market, where price, trend, and shelf‑appeal directly influence footfall and margins.