Ube, also known as purple yam, is a tuberous root vegetable with a vivid violet to bright lavender color. The ingredient, commonly used in the Philippines, can be found in a variety of desserts including ice cream, tarts, cookies, cupcakes and beverages such as lattes and milk teas. Awareness of this ingredient is low across all demographics, but its presence on U.S. menus has risen by 75 percent over the past four years.