T. Hasegawa selects ube as flavor of the year

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T. Hasegawa selects ube as flavor of the year

19 Dec 2023

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

CERRITOS, CA — T. Hasegawa named ube flavor of the year in its 2024 Food and Beverage Flavor Trends Report.

“Studying and predicting upcoming consumer flavor trends is foundational to our industry and T,” said Doug Resh, director of commercial marketing at T. Hasegawa. “Hasegawa’s R&D team is uniquely positioned to share these findings because we work with many of the world’s leading food and beverage brands USA. Understanding where consumer trends are headed is the first step in the process of flavor development, which blends expertise and novel technologies to create better-tasting food and beverage products.”

The recognition of the bright purple root as a flavor to watch was one of several findings listed in the report. The ingredient’s hue and flavor have garnered international recognition, while its nutty and sweet flavor profile makes it a versatile ingredient that can be used in products such as cake, donuts and artisan bread.

Other culinary trends outlined in this report include an interest in comfort food and nostalgia, the role women will play in setting the standard for quality and innovation, local and global-fusion cuisines, and dietary choices aimed at supporting vitality and longevity.

“While specific flavors, spices and ingredients are always a key part of our trends analysis, we also look to identify broader shifts in consumer habits since they impact everything from restaurant menus and foodservice to CPG products,” Resh continued. “The overarching theme is that consumers are seeking heightened culinary experiences, across every category in the industry.”

Read the full 2024 Food and Beverage Flavor Trends Report.

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