Ube

Ube is a purple yam that has anchored Filipino desserts for generations — in halaya, in halo-halo, in birthday cakes stacked high at family parties. We didn't invent anything here. We just gave it a scoop's worth of respect.

That color is real. No dye, no drops, nothing borrowed from a bottle. The violet you see is what happens when actual ube meets fresh Arizona cream and a little patience. The flavor is nutty and vanilla-adjacent, a touch earthy, and unlike anything else in the case.

TIME Magazine took notice, which was a good day around here. But the truest measure is the customer who grew up eating ube at their lola's table, tries a spoon, and nods.