Costa and Starbucks have sparked outrage with new ranges inspired by a popular Philippine flavour, ‘ube’ – which have been branded ‘scams’ by people from the nation.
The drinks are flavoured with purple yam used throughout Southeast Asia in desserts and sweet beverages.
However, those with Filipino heritage have been left unimpressed by the ‘inauthentic’ attempts.
Taking to social media, Charmie Jane, from Cheshire, reviewed varieties from both cafes.
Trying the Sweet Ube Hot Chocolate and the Ube Frappe – both from Costa – on TikTok, she admitted that visually, it appeared ‘respectable’, but still left her skeptical.
‘Ube is the Philippine’s pride and joy,’ she said. ‘It can’t just be simply “whatever”.’
Sampling the frappe first, she felt it tasted ‘nice’ and ‘like cotton candy’ – but ‘it’s not ube though’.
‘Just call it cotton candy frappe, do you know what I mean?’ she shared. ‘They need to stop lying. Enough with the lies.
‘I’m actually going to give it a five out of ten, it’s a nice drink, it’s just not ube. Ube does have a nutty, sweet taste. It’s a very distinct taste that if you don’t get it right, it’s not going to be ube.’
She also called for ‘credit to be given where credit is due’, telling viewers: ‘You know what’s mad? They don’t call it Filipino ube or inspired by the Philippines or inspired by traditional Filipino desserts…’
Then, after sampling her hot chocolate, Charmie felt like she had been ‘scammed’ and ‘wanted her £4.55 back’.
‘That’s just straight up hot chocolate,’ she said. ‘Ube where?! Big companies are not doing it right.’
Costa and Starbucks have sparked outrage with new ranges inspired by a popular Philippine flavour, ‘ube’ – which have been branded ‘scams’ by people from the country
The coffee chains have come up with drinks using the bright purple yam beloved throughout Southeast Asia, often used in desserts and sweet beverages
She also appeared disappointed when questioning the origins of the ube flavour from the barista – only to be told it’s a syrup.
More ‘authentic’ versions tend to use either ube jam, or 100 per cent ube powder.
Charmie also put up another video of herself and others of Filipino heritage sampling Starbucks’ ube range, which includes: Ube Vanilla Velvet Latte, Ube Vanilla Velvet Matcha Latte, Iced Ube Vanilla Velvet Matcha Latte and Iced Ube Vanilla Macchiato.
Trying the Iced Ube Vanilla Velvet Matcha, Charmie admitted it’s better than some other brands and was quite nutty, but still seemed to be a ‘Temu version’.
‘There’s a hint of ube, but it’s not legit,’ she continued.
Meanwhile, the Iced Ube Vanilla Macchiato was also branded as lacking in the flavour, instead simply tasting like the brand’s other beverages. Elsewhere, the Ube Vanilla Velvet Latte was also ‘just a latte’ with ‘added purple’.
‘I would rate the ube range a five and a half, the drink is nice there’s just zero ube flavouring in it,’ Charmie concluded.
‘What’s sad is all these big brands and all these cafes… calling purple drinks ube even though it’s not legit.’
Other Filipinos voiced their disappointments in the comments.
‘BRO WHY ARE THEY MIXING IT WITH MATCHA? UBE IS UBE,’ one remarked.
Another added: ‘The non-Filipinos coffee chains trying it again with the ube. JOLIBEE UK needs to come out with the REAL STUFF smh.’
‘It tastes good but IT’S NOT UBE,’ a third remarked.
‘Finally someone said it right and took the words out of my mouth,’ another shared. ‘I tried it yesterday and it was not it, literally wanted to throw it out the window.’
The sentiments were similar on Charmie’s Costa review, with people saying: ‘All these major coffee chain need to stop profiteering from our UBE! They are ruining Ube and the Philippines reputation!’
Influencer @angeltries also sampled the Starbucks range in a video, and found it to be a ‘disappointment’.
‘I must say, I am quite happy that they did give props to the Filipino community,’ she shared, explaining how the marketing materials acknowledged ube’s popularity across Asia. ‘Let’s give this a try!’
‘Do I taste the matcha? Yes I do,’ she continued. ‘I like the sweetness of it, but it doesn’t taste like ube in the Philippines.
‘It has a slight tinge of ube… It’s not the worst thing in this world, it’s not bad.
‘I wouldn’t say it’s authentic ube but I guess this kind of works.’
It’s not the first time a popular chain has faced backlash for experimenting with ube – Pret’s Ube Brûlée Iced Latte, which launched over the summer, also got mixed reviews, with many saying the coffee taste overpowered everything.
Influencer @angeltries also sampled the Starbucks range in a video, and found it to be a ‘disappointment’
Black Sheep Coffee’s Ube Matcha drink released last year was greeted with raised eyebrows too.
Introducing its ube range, Starbucks said: ‘This is an ingredient brimming with heritage and packed with flavour. In fact, long before it appeared on café counters and social feeds, it was a staple of national culture and family dinner tables all over the Philippines.
‘For centuries, ube has been a beloved ingredient in Filipino cuisine, adding its gently sweet, nutty taste to everything from desserts and cakes to ice cream and sweets. It may be new to our menu, but for many people it’s a taste as fabulous and familiar as home.’
And Costa said: ‘This Spring, Costa Coffee introduces two indulgent new drinks for those mid-afternoon moments – the Sweet Ube Hot Chocolate and Sweet Ube Frappe – which have a creamy-sweet vanilla and subtly nutty flavour.
‘With a dreamy purple hue and a light whip finish, they’re as comforting as they are eye-catching.’
The Daily Mail has reached out to Starbucks and Costa for comment.
Ube – the Tagalog name for a purple yam – has long been popular in Southeast Asia, but has in the last decade also racked up popularity in the US and UK.
Chefs and bakers are now mixing into just about any sweet treat, and the pretty purple colour had made them a speedy social media hit.
As shared by coffee news outlet Perfect Daily Grind, ube is set up to be ‘the next matcha’.
‘When you put ube into drinks, it makes this really beautiful hue that people obviously love to share and take photos of, so it’s a mix of both utility and aesthetic,’ Britt Berg, the COO of BIGFACE BRAND, told the outlet.
‘People are also looking for coffee alternatives that are both nutritious and rich in flavour,’ Britt says.
It also boasts health benefits, serving as a natural source of potassium and vitamin C – and being high in antioxidants.
