When it comes to foodie trends, Instagram is the the place that makes or breaks a craze. Avocado on toast? The Raindrop Cake? Sweet potato toast? Cookie fries? All straight from the photogenic plates of social media.
Ube ice cream is leading the food trend with its impossibly pastel hue making for stunning shots of dripping cones
So prepare for purple food to take over your feed (both digitally and edibly), as Instagram clamours over the latest food craze to start trending online; purple sweet potatoes.
Also known as ube in their native Philippines, or purple yam in the States, the root vegetable has begun popping up in everything from ice cream and lollies to doughnut glaze.
Turning food a brilliant shade of lilac, the trend is hugely popular in South Korea, where purple desserts have become order of the day, as well as New York City.
Ube ice cream is, of course, leading the food trend with its impossibly beautiful pastel hue making for stunning shots of dripping ice cream cones, scoop-topped pancakes and exotic sundaes.
But don’t forget about the ube drizzled doughnuts (if you prefer your goo in the middle don’t worry, those exist too), ube-filled macarons, ube flavoured cheesecake, and even gloriously sticky ube spiralled pastry rolls.
Yes, ube, aka purple yam, aka purple sweet potato, is certainly taking over - and it looks might tasty!
Check out a few of the delightful dishes below...