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Ube: has purple become the new bet in the wellness world? Find out what's behind the craze

The purple yam from the Philippines, known as ube, is becoming the new trend in the wellness universe on social media, following in the footsteps of green matcha. The ingredient, used in drinks, ice creams, cakes and creams, stands out for its naturally vibrant color and has been gaining space in content about food and well-being. In Brazil, it is still little known and difficult to find in conventional stores, especially in the fresh version, but it already appears in publications from influencers like Duda Guerra, who recently shared a purple drink made with the ingredient.